The Influence of Product Quality, Price, and Service Quality on Customer Satisfaction Mediated by Customer Evaluation at Bukikitchen in South Tangerang City

Abstract

This study aims to determine and analyze the effects of product quality, price, and service quality on customer assessment and customer satisfaction, as well as to examine the role of customer assessment as an intervening variable at BukiKitchen in South Tangerang City. This research was conducted to provide empirical evidence regarding the direct and indirect effects of product quality, price, and service quality in influencing customer satisfaction. This study employed a quantitative approach with a descriptive and verificative research design. Data were collected through questionnaires distributed to BukiKitchen customers in South Tangerang City. The research sample consisted of 120 respondents selected using purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 3. Hypothesis testing was conducted using the bootstrapping method, with the criteria of a t-statistic greater than 1.96 and a pvalue below 0.05. The results indicate that product quality has a positive and significant effect on customer assessment (β=0.358; t=4.215; p<0.001), price has a positive and significant effect (β=0.247; t=3.128; p=0.002), and service quality has a positive and significant effect (β=0.421; t=5.017; p<0.001). Customer assessment also has a positive and significant effect on customer satisfaction (β=0.194; t=2.487; p=0.013). Product quality, price, and service quality significantly affect customer satisfaction. Customer assessment partially mediates the effects of all three variables on customer satisfaction.