THE EFFECT OF PRODUCT QUALITY, SERVICE QUALITY, AND PRICE FAIRNESSON CUSTOMER SATISFACTION

ABSTRACT: This study aims to analyze the effect of product quality, service quality, and price fairness on consumer satisfaction (a study on consumers of Gacoan Noodles in Denpasar City). This research was conducted in Denpasar City, using purposive sampling technique which is one of the non-random sampling techniques, with a total of 120 respondents. Collecting data through distributing questionnaires online. The data analysis technique used is multiple linear regression analysis. The results showed that product quality had a positive and significant effect on customer satisfaction, service quality had a positive and significant effect on customer satisfaction, and price fairness had a positive and significant effect on customer satisfaction. Gacoan Noodles should always maintain and improve product quality, service quality and price fairness so as to maintain customer satisfaction for Gacoan Noodles.

Keywords: product quality, service quality, price fairness, customer satisfaction