THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER SATISFACTION WITH PRICE AS A MODERATING VARIABLE AT KALANI CAFE

This study aims to determine the effect of product quality and service quality on customer satisfaction with price as a moderating variable at Kalani Cafe. Kalani Cafe is located on Jl. Batang Kuis, Bangun Sari Baru, Tanjung Morawa District, Deli Serdang Regency, North Sumatra. Kalani Cafe is characterized by its casual and trendy style, becoming a favorite gathering place for young people and community groups in the area. The sample selection method used was random sampling with the Slovin formula as the sample determination method. The total number of observations in this study was 100. The data analysis techniques used in this study were multiple linear regression analysis and moderation analysis. The results of simultaneous testing indicate that product quality, service quality, and price simultaneously influence customer satisfaction. The results of partial testing indicate that product quality and service quality influence customer satisfaction. The results of the moderation test indicate that price is able to moderate and strengthen the influence of product quality on customer satisfaction, but does not moderate and weaken the influence of service quality on customer satisfaction.