THE INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY AND PRICE ON CUSTOMER SATISFACTION (CASE AT KEDAI NAMAKU.ID KOTA MAKASSAR) = THE INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY AND PRICE ON CUSTOMER SATISFACTION (CASE AT KEDAI NAMAKU.ID KOTA MAKASSAR)

This research aims to determine the influence of Service Quality, Product Quality and Price on Consumer Satisfaction for Kedai Namaku.id. The study also seeks to identify variable has the impact on Consumer Satisfaction for Kedai Namaku.id., using 96 students as respondents through questionnaire surveys with purposive non-probability sampling. The analysis employed in this research is multiple regression analysis, with a significance level set at 0.1, using SPSS 29 software. The results indicate that Service Quality, Product Quality and Price have a positive and significant partial impact on the variables indpendent on Consumer Satisfaction for Kedai Namaku.id. The simultaneous test or F-test results demonstrate the combined influence of Service Quality, Product Quality and Price on the Consumer Satisfaction for Kedai Namaku.id. The contribution of Service Quality, Product Quality and Price to the influence on Consumer Satisfaction is 44%, with the remaining 56% attributed to factors outside the scope of this study.