THE INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY, AND CONVENIENCE ON CUSTOMER SATISFACTION

Abstract

The objective of this research is to assess the effects of service quality, productivity, and comfort on customer satisfaction. This quantitative explanatory study elucidates the relationship between the independent and dependent variables through hypothesis testing. Using purposive sampling technique, 129 people with the minimum age of eighteen years who have made any purchase and repeat purchase from Mie Gacoan were selected as the respondents. The research instruments were examined using validity test, reliability test, and classical assumption test. Furthermore, descriptive analysis, multiple linear regression, and hypothesis testing were also performed. Based on the result of the assessment on the four variables, this study concludes that service quality, product quality, and comfort have positive and significant effects on the satisfaction of Mie Gacoan customers in Malang.