THE INFLUENCE OF PRODUCT QUALITY, PRICE & SERVICE QUALITY ON CONSUMER SATISFACTION AT PALEKKO SIDENRENG EATING HOUSES IN SIDRAP DISTRICT

This research aims to determine the partial influence of product quality, price and service quality on consumer satisfaction at the Palekko Restaurant in Sidenreng Rappang Regency. The number of samples taken was 100 respondents. The results of the research show that service quality, price and product quality have a significant effect on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency, based partially on the calculation results that the t-calculated value of the product quality variable is ( 6.435), the t-calculated value of the price variable is (3.223) and the t-calculated value of the service quality variable (3.752) is greater than the t-table value (1.660) and the sig value of all variables is smaller than 0.05. Simultaneously, service quality, price and product quality have a significant effect on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency. The calculation results show that the F-count value = 30,946 is greater than the F-table value = 2.70 (30,946 > 2.70) and significance value = 0.000 (smaller than α = 0.05). (0.000 < 0.05).


INTRODUCTION
Attention to consumer interests by looking at needs and desires as well as satisfaction with services is a key factor for the success of a business amidst this increasingly fierce competitive climate.Therefore, companies are required to be able to provide something valuable and can make a deep impression on consumers by providing satisfaction through their performance in accordance with the quality of the products and services offered.
The relationship between product quality and customer satisfaction is very close.Usually, if the product offered by the company is of good quality, then consumers buy and consume it directly and the product exceeds consumers' expectations, then it can be said that they are satisfied with the product.On the other hand, if they tend to be disappointed when they consume it, they will switch to another product.Consumer satisfaction itself arises from the quality of the products provided by the company, the better the quality the more customers it has, the company must maintain the quality it already has or add better quality so that consumers are not influenced by other competitors and remain loyal to the company the.
Apart from product quality, price is also another factor that influences consumer satisfaction.Price is an important factor in sales.Many companies go bankrupt because they set inappropriate prices.The price set must be in accordance with the consumer's economy, so that consumers can buy the goods.Meanwhile, for consumers, price is a consideration in making purchasing decisions.Because the price of a product influences consumer perceptions of the product.According to Walton, price and quality have a high influence on customer satisfaction, there is still little empirical evidence exploring this relationship.This is one of the factors that companies do not pay enough attention to, so that consumers will think again about using the product and will feel dissatisfied after buying or using the goods or services.
Another factor that influences customer satisfaction is service quality, which is a profit strategy to attract more new customers, retain existing customers, avoid customer turnover and create special advantages.Companies that prioritize good service quality will have an impact on customer satisfaction.Service quality is an effort to create comfort for consumers so that consumers feel they have more value than expected.Consumer expectations are an important factor, service quality that is closer to consumer satisfaction will provide more expectations and vice versa.With the quality of service provided, consumer satisfaction will indirectly be realized.
Nasu Palekko Sidenreng Restaurant offers prices that are affordable and varied for consumers.The food and drink menu is also varied, especially the Nasu Palekko dish which is their mainstay.Apart from a diverse menu, the owners of this restaurant also pay attention to the facilities.There are several choices of restaurants located around the Nasu Palekko Sidenreng Restaurant, there are many things that consumers consider when arriving at the decision to choose a particular restaurant.The restaurant management tries to meet the criteria that are taken into consideration by consumers, be it service quality, price, or the quality of the product itself, so that it can provide satisfaction for consumers.
The following is data on the number of visitors to the Nasu Palekko Sidenreng Restaurant in 2022 Based on the data above, it shows that the number of visitors for the period January -December 2022 tends to decrease.The owner of the Nasu Palekko Sidenreng Restaurant must pay attention to this, by analyzing customer complaints such as friendliness of service, price, product quality.Realizing the important role of consumers and the influence of consumer satisfaction on profits, the owner of Nasu Palekko Sidenreng Restaurant is trying to find what can increase consumer satisfaction.This research uses quantitative research methods.Quantitative research is empirical research whose data is in the form of numbers.Quantitative research is a research method that produces discoveries that can be achieved using statistical procedures or other methods of quantification (measurement), (Sugiyono, 2018).

METHODS
The population in this study were consumers who visited the Palekko Sidenreng Rappang Restaurant.The sampling technique in this research is a nonprobably sampling technique.Nonprobability sampling is a sampling technique that does not provide an equal opportunity or chance for each element or member of the population to be selected as a sample.By using the Slovin formula, the sample taken for this research was 96 respondents.In order for this research to be fit, the sample was taken to be 100 respondents provided that the sample size is not less than the minimum sample that has been determined.From these calculations, the author took a sample of 100 people.

Hypothesis testing 1. Determinant Test (R2)
To find out what percentage influence the independent variables (X1, X2 and X3) have on the dependent variable (Y).If (R2) is getting bigger (approaching one), then it can be said that the ability to explain the independent variables (X1, X2 and X3) is greater than the dependent variable (Y).This means that the model used is increasingly powerful in explaining the influence of the independent variable on the dependent variable.On the other hand, if (R2) is getting smaller (approaching zero) then it can be said that the influence of the independent variables (X1, X2 and X3) on the dependent variable (Y) is getting smaller.This means that the model used is not strong enough to explain the influence of the independent variable studied on the dependent variable.

Partial Test (T Test)
The partial test is used to determine the effect of each independent variable on the dependent variable.By using the following steps: a. Ho is accepted, if t count < t table at α = 0.05 b.Ha is accepted if t count > t table at α = 0.05

Simultaneous test (F test)
The simultaneous test is used to find out whether the independent variables jointly or simultaneously influence the dependent variable.Through statistical tests with the following steps: a.If the calculated F value > F table, then the hypothesis is accepted.b.Conversely, if the calculated F value < F table, then the hypothesis is rejected.

Multiple Linear Regression Analysis
After interval scale data, to find out the influence of the three independent variables, namely product quality (X1), price (X2) and service quality (X3) on the dependent variable, namely consumer satisfaction (Y), a data technique using the multiple regression statistical analysis formula is used.as follows : Y = a + b1X1 + b2X2 + b3X3+ e

RESULTS AND DISCUSSION Determinant Test (R2)
To find out what percentage influence the independent variables (Service Quality, Price and Product Quality) have on the dependent variable (Consumer Satisfaction).If (R2) is getting bigger (approaching one), then it can be said that the ability to explain the independent variables (product quality, price and service quality) is greater for the dependent variable (consumer satisfaction).
Determinant test using the SPSS 25.0 program.The following are the results of the determinant test in this research: In the results of the statistical tests above using a multiple linear regression model using SPSS 25, it can be seen that the influence of Service Quality, Price and Product Quality on Consumer Satisfaction is obtained by a correlation coefficient (R Square) of 0.492, so it can be said that Service Quality, Price and Product Quality has a relationship with Consumer Satisfaction of 49.2%, and the rest is influenced by other variables outside this research.

Partial Test (T Test)
The partial test is used to determine the effect of each independent variable on the dependent variable.By using the following steps: 1.The hypothesis is rejected if t count < t table at  Based on the table above, the t-calculated value = 6.435 is greater than the t-table value = 1.660 (6.435 > 1.660) and the significance value (sig) of 0.000 is smaller than 0.05 (0.000 < 0.05), so we get an idea that there is There is a significant influence Based on the table above, the t-calculated value = 3.223 is greater than the t-table value = 1.660 (3.223 > 1.660) and the significance value (sig) of 0.002 is smaller than 0.05 (0.002 < 0.05), so we get an idea that there is There is a significant influence between price on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency, in other words the hypothesis (Ha) is accepted.

The Influence of Service Quality (X3) on Consumer Satisfaction (Y). Palekko
Sidenreng Restaurant in Sidenreng Rappang Regency.
Based on the table above, the t-calculated value = 3.752 is greater than the t-table value = 1.660 (3.752 > 1.660) and the significance value (sig) of 0.000 is smaller than 0.05 (0.000 < 0.05), so we get an idea that there is There is a significant influence between service quality on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency, in other words the hypothesis (Ha) is accepted.

Simultaneous test (F test)
The simultaneous test is used to find out whether the independent variables jointly or simultaneously influence the dependent variable.Through statistical tests with the following steps, (Ghozali, 2018) 1.If the calculated F value > F table, then the hypothesis is accepted.2. Conversely, if the calculated F value < F table, then the hypothesis is rejected.
Simultaneous test (F-Test) using the SPSS 25.0 program.The following are the results of the partial test (T-Test) in this study: From table 4.16 above, it can be seen that the F-Calculated value = 30.946 is greater than the F-table value = 2.70 (30.946 > 2.70) and the significance value = 0.000 (smaller than α = 0.05).(0.000 < 0.05), so we get an idea that there is a significant joint (partial) influence between service quality, price and product quality on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency. in other words the hypothesis (Ha) is accepted.

Multiple Linear Regression Analysis
Multiple linear regression analysis using the SPSS 25.0 program.The following are the results of multiple linear regression analysis in this research:  4.17 can be explained as follows: 1. Constant () or (absolute value of Y), if all independent variables (service quality, price and product quality) do not change, or the independent variables (service quality, price and product quality) are zero (0) then consumer satisfaction is worth 4.415 .2. The product quality variable coefficient is 0.915, meaning that for every 1 point increase in product quality, consumer satisfaction will also increase by 0.915.3. The coefficient of the service quality variable is 0.342, meaning that for every 1 point increase in service quality, consumer satisfaction will also increase by 0.342.4. The price variable coefficient is 0.429, meaning that for every 1 point increase in price, consumer satisfaction will also increase by 0.429.

Discussion
Based on the research results, it can be concluded that partially and simultaneously there is a significant influence between service quality, price and product quality on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency.
The quality of the products offered by Palekko Sidenreng Restaurant also has a significant influence on consumer satisfaction.Consumers will buy a product if they are interested and find it suitable, therefore the product must be adjusted to the buyer's desires or needs in order for product marketing to be successful.In other words, product manufacturing is better oriented towards market desires or consumer tastes.
The food products at the Palekko Sidenreng Restaurant that are served are quite attractive so they are appetizing, they also taste good and delicious, have very good maturity standards and comply with food production standards.This good quality product will make consumers satisfied and trust Palekko Sidenreng Restaurant.According to Lupiyoadi (2013), one of the main factors that companies must pay attention to is product quality.Customers will feel satisfied if the results of their evaluation show that the products they use are of high quality.The product price factor also plays a major role, where products that have the same quality but set relatively cheap prices will provide higher value to customers.
Apart from product quality, price is also an important attribute evaluated by consumers so managers need to really understand its role in influencing consumer attitudes.
b. Price has a positive and significant effect on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency.c. Service quality has a positive and significant effect on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency.d.Product quality, price and service quality simultaneously have a significant influence on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency.

Figure 1 :
Figure 1: Graph of the Number of Visitors to the Nasu Palekko Sidenreng Restaurant in 2022 Journal | ECBIS https://ecbis.net/index.php/go/index Vol.2, No. 1 2023 e-ISSN: 2963-7589 Economic and Business Journal | ECBIS https://ecbis.net/index.php/go/index between product quality on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency, in other words the hypothesis (Ha) is accepted.2. The Influence of Price (X2) on Consumer Satisfaction (Y) of the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency.