A Smirk of Satisfaction: Study on Panama Cafe Consumers

Aims: The success of a business cannot be separated from customer satisfaction. Consumer satisfaction or customer satisfaction is also an important factor in building a business. Satisfied consumers will certainly increase sales from the company. Consumer satisfaction is the level of consumer feelings after comparing what he received with what he expected. The purpose of this study is to find solutions to problems among product quality, service quality, and price on customer satisfaction. Study Design: Quantitative descriptive. Place and Duration of Study: The sample used in this study were consumers who made purchases at Panama Cafe in Makassar City during the period January to March 2024. Methodology: This research is a descriptive quantitative study conducted from January to March 2024. Sampling using purposive sampling method. The total sample in this research are 50 customers (22 male, 22 female, age range 15-35 years) who made more than two purchases. Data collection uses a questionnaire, which will be tested for validity and reliability, with the help of SPSS to processing data. Results: The Product Quality variable has a T count of 0.471 and a significant value obtained of 0.640> 0.05. Thus it can be said that the product quality variable does not have a positive and significant effect on customer satisfaction. The Service Quality variable has a T count of 2.030 and a significant value obtained of 0.048 <0.05. Therefore, it can be concluded that the service quality variable has a significant and significant influence on customer satisfaction. The Price variable has a T count of 4.781 and a significant value obtained of 0.000 <0.05. Hence it can be concluded that the service quality variable has an influence and is significant to customer satisfaction. Conclusion: Product quality has no influence on customer satisfaction, while service quality and price have an influence on customer satisfaction at Panama Cafe in Makassar city.