The Influence of Service Quality and Customer Value on Customer Satisfaction at Seblak Gondez MSMEs Kepanjen, Malang Regency

This study analyzes the influence of service quality and customer value on customer satisfaction at Seblak Gondez Kepanjen, a micro, small, and medium enterprise (MSME) in Malang Regency. A quantitative approach was used with data collected from 105 respondents through an offline questionnaire using purposive sampling. The data were analyzed using multiple linear regression and hypothesis testing. Descriptive results showed that respondents generally agreed or strongly agreed with the statements presented. The classical assumption test shows that the data meets the requirements of normality, multicollinearity, and heteroscedasticity. The coefficient of determination (R²) of 0.688 indicates that 68.8% of the variation in customer satisfaction can be explained by the independent variables, while 3.12% is influenced by other factors. The t-test shows that service quality (t = 5.042, sig. 0.000) and customer value (t = 4.450, sig. 0.000) have a significant partial effect. The F-test shows a significant simultaneous effect (F = 115.675, sig. 0.000). This study concludes that there is an influence between service quality and customer value on customer satisfaction at the Seblak Gondez Kepanjen SME in Malang Regency.