Pengaruh Product Quality dan Self-Service Technology terhadap Kepuasan Konsumen dengan Price sebagai Variabel Moderasi

Authors

  • Erni Zulaika Universitas Riau, Indonesia
  • Tengku Firli Musfar Universitas Riau, Indonesia
  • Dian Pratiwi Universitas Riau, Indonesia

DOI:

https://doi.org/10.57235/jleb.v4i2.8820

Keywords:

Product Quality, Self-Service Technology, Harga, Kepuasan Konsumen, Generasi Z

Abstract

Mie Gacoan Panam Pekanbaru menghadapi tantangan dalam mempertahankan kepuasan konsumen Generasi Z di tengah meningkatnya persaingan bisnis kuliner, sehingga diperlukan product quality dan penerapan self-service technology yang mampu memenuhi harapan konsumen dengan tetap mempertimbangkan persepsi harga. Penelitian ini bertujuan menganalisis pengaruh product quality dan self-service technology terhadap kepuasan konsumen Generasi Z pada Mie Gacoan Panam Pekanbaru dengan price sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 110 responden yang dipilih menggunakan teknik purposive sampling. Metode ini dipilih karena mampu mengukur hubungan antarvariabel secara objektif serta menguji efek moderasi menggunakan analisis Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa product quality dan self-service technology terhadap kepuasan konsumen. Selain itu, harga terbukti memoderasi pengaruh product quality terhadap kepuasan konsumen, tetapi tidak memoderasi pengaruh self-service technology terhadap kepuasan konsumen. Penelitian ini menyimpulkan bahwa peningkatan product quality dan penerapan self-service technology menjadi faktor penting dalam meningkatkan kepuasan konsumen Generasi Z, sedangkan price hanya memperkuat pengaruh product quality. Penelitian selanjutnya disarankan menambahkan variabel lain, seperti nilai pelanggan atau pengalaman pelanggan, serta memperluas cakupan lokasi penelitian agar hasil penelitian lebih komprehensif dan dapat digeneralisasikan.

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Published

2026-07-25

How to Cite

Erni Zulaika, Tengku Firli Musfar, & Dian Pratiwi. (2026). Pengaruh Product Quality dan Self-Service Technology terhadap Kepuasan Konsumen dengan Price sebagai Variabel Moderasi. Journal of Law, Education and Business, 4(2), 634–645. https://doi.org/10.57235/jleb.v4i2.8820

Issue

Vol. 4 No. 2 (2026): Oktober 2026

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