The Influence of Product Quality and Price on Consumer Satisfaction at the Mie Gacoan Cipayung Branch, East Jakarta

Abstract

Competition among local fast-food brands pushes outlet managers to identify which attributes actually shape customer satisfaction. This study examines the effect of product quality and price on consumer satisfaction at the Mie Gacoan Cipayung branch in East Jakarta. A quantitative associative design was applied to 150 customers selected through purposive sampling and surveyed with a five-point Likert questionnaire. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The measurement model satisfied all validity and reliability criteria. Price has a positive and significant effect on consumer satisfaction (β = 0.752; t = 7.583; p < 0.001; f² = 0.460), whereas product quality has no significant effect (β = 0.003; t = 0.029; p = 0.977; f² = 0.000). Together, the two variables explain 57.8% of the variance in consumer satisfaction, a moderate level. Respondents rated product quality very favorably, yet this did not distinguish more satisfied from less satisfied customers, while price perception did. Management is advised to keep prices competitive and transparent and to treat product consistency as a baseline standard that must not slip.