The Effect of Product and Service Quality towards Customer Satisfaction at Geprek Uyat

Restaurant, Gorontalo City

Aditya Kadir
NIM 931417140

Abstract

This study seeks to discover and analyze whether or not product and service quality have
a major effect on customer satisfaction, by conducting at the Geprek Uyat restaurant. The
consumers were the population of this study. The data were collected from 96 respondents using
questionnaires, literature studies and documentation. The results of this study indicated that
product quality has significant effect on consumer satisfaction. It implies that the high quality of
product has a positive effect on consumer satisfaction. The results obtained from the partial
significance test (t-test) which produces t-value > ttable (3,628 > 1,655) and a significant value
of 0.000 less than 0.05 in case the magnitude of the effect is 12.25% while 87.75% was
influenced by other factors not studied. Based on the criterion value, then Ho is rejected and Ha
is accepted which means product quality has a significant effect on consumer satisfaction then
the hypothesis was accepted. In addition, the service quality data revealed that its variable has a
significant effect on customer satisfaction, which means that customer satisfaction would have a
positive effect if the quality of service is high. Based on the results of the partial significance test
(t-test) which produces t-value > ttable (27.10 > 1.655) and a significant value of 0.000 less than
0.05 then the magnitude of the effect is 88.7% while 11.3%% influenced by other factors not
studied. Based on the criterion value, then Ho is rejected and Ha was accepted. Hence, service
quality has a significant effect on customer satisfaction thus the hypothesis was accepted.

Keywords: product quality, service quality, customer satisfaction