The Effect Of Product Quality And Price On Consumer Satisfaction With Service Quality As An Intervening Variable (Case Study On Msmes Martabak Nagih Manado)

Abstract

Qtransformation in various sectorsathere's a lot happen inthrough out the industrial revolution 4.0, whether prepared or not. The business world will be one that feels a significant impact from this progress. Clearly, the business sector will experience various changes, including those affecting Micro, Small and Medium Enterprises (MSMEs), especially Martabak Nagih Mando. One of the factors that will change and influence the business sector is the Internet of Things (IoT), which emphasizes the importance of using the internet in business operations. The aim of the research is to analyze the influence of product quality, price and service quality on consumer satisfaction and to test the influence of service quality as a mediator on product quality and quality on consumer satisfaction of Martabak Nagih Manado MSMEs. The population in the research was consumers who used Indonesian Standard QR (QRIS) at MSME Martabak Nagih Manado. The sample in this study used a sampling quota of 100 respondents among Martabak Nagih Manado consumers. The analysis method uses a structural equation model with the AMOS version 24 application. The research results show that product quality and price have a positive and significant effect on the service quality of Martabak Nagih Manado MSMEs. Then, product quality, price and service quality have a positive and significant effect on consumer satisfaction of Martabak Nagih Manado MSMEs. Apart from that, service quality can act as a mediator in the relationship between product quality and price on consumer satisfaction at Martabak Nagih Manado MSMEs.