Price, Product Quality, and Service Quality on Customer Satisfaction at SME Food Stall

Abstrak

Purpose: This study examines the effects of price, product quality, and service quality on customer satisfaction at Warung Mie Par-Par Kampung, an SME noodle stall in Rantauprapat, North Sumatra, Indonesia.

Methodology: A quantitative survey of 75 purposively selected customers was conducted using a five-point Likert questionnaire. Data were analyzed through multiple linear regression in SPSS 20 following validity, reliability, and classical assumption tests.

Results: All instruments were valid and reliable. Price, product quality, and service quality significantly influenced customer satisfaction, with product quality as the strongest predictor. The model explained 49.9% of the variance in customer satisfaction (R² = 0.499.

Conclusions: Price, product quality, and service quality significantly enhance customer satisfaction, with product quality being the most influential factor.

Limitations: The study was limited to a single SME and a crosssectional design. Other potential determinants of customer satisfaction were not examined.

Contribution: The findings provide practical guidance for SME food businesses and contribute empirical evidence on customer satisfaction determinants in Indonesia’s micro-enterprise food sector. They also offer a foundation for future research on additional factors affecting customer satisfaction.