This research aim is to analyze service quality in mediating price effect and product quality toward customer satisfaction at Byurger Restaurant using a quantitative method. The sampling technic used is probability sampling with a total sample of 229. Descriptive analysis is the technic for analyzing data using SPPS and AMOS which is tested using the test of validity, reliability, normality, model modification, and goodness of fit model (GoF). The result shows that service quality has a negative effect in mediating price perception towards customer satisfaction, and service quality has a positive effect and is significant in mediating product quality towards customer satisfaction.
Penelitian ini bertujuan untuk menganalisis peran kualitas pelayanan dalam memediasi pengaruh persepsi harga dan kualitas produk terhadap kepuasan pelanggan di Restoran Byurger dengan menggunakan metode kuantitatif. Teknik pengambilan sampel adalah probability sampling dengan ukuran 229 sampel. Teknik analisis data yang digunakan adalah analisis deskriptif menggunakan software SPSS dan AMOS yang kemudian diuji menggunakan uji validitas, uji reliabilitas, uji normalitas, dan modifikasi model sesuai dengan indeks modifikasi dan uji goodness of fit model (GoF). Hasil menunjukkan bahwa kualitas pelayanan memiliki nilai negatif dalam memediasi pengaruh persepsi harga terhadap kepuasan pelanggan dan kualitas pelayanan memiliki nilai positif dan signifikan dalam memediasi pengaruh produk terhadap kepuasan pelanggan.
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