Understanding Customer Satisfaction in Traditional Restaurants: The Roles of Service Quality, Product Quality, and Price in Balaraja, Tangerang

Abstract

Customer satisfaction remains a critical determinant of business sustainability in the restaurant industry, particularly for traditional restaurants facing increasing competition from modern dining establishments and digital food platforms. In suburban areas such as Balaraja, Tangerang, many traditional restaurants struggle to maintain consistent service quality, product quality, and competitive pricing, which may negatively affect customer satisfaction and loyalty. This study aims to examine the effects of service quality, product quality, and price on customer satisfaction in traditional restaurants in Balaraja, Tangerang. A quantitative research design was employed using a survey method with simple random sampling. Data were collected from 100 customers of Traditional Restaurants through an online questionnaire using a five-point Likert scale. Each variable service quality, product quality, price, and customer satisfaction was measured using eight validated items. Data analysis was conducted using IBM SPSS Statistics, including validity and reliability tests, normality test, partial correlation, coefficient of determination (R²), multiple linear regression, t-test, and F-test. The results indicate that service quality, product quality, and price each have a positive and significant effect on customer satisfaction. Among the three predictors, service quality emerged as the strongest determinant, followed by price and product quality. The regression model explained 74.8% of the variance in customer satisfaction, and the F-test confirmed that the three variables jointly exert a significant influence. This study contributes to service marketing literature by providing empirical evidence from a suburban traditional restaurant context and offers practical managerial implications for improving service performance, food consistency, and value-based pricing strategies.