QUALITY OF SERVICE, PRODUCTS, PRICES, WORD OF MOUTH AND CUSTOMER SATISFACTION MIE GACOAN

Abstract

Lately, several fast-food restaurants have sprung up, one of which is Mie Gacoan. Gacoan noodles are famous for their chewy noodle texture and savory sauce. In addition, this restaurant also has an affordable price. The purpose of this study is to determine the effect of service quality, product quality, price, and word of mouth (WOM) on customer satisfaction at Mie Gacoan in Jakarta. The sample uses NonProbability Sampling with Purposive Sampling technique with Gen Z criteria who are over 17 years old and have made a purchase at least 2 times in the last 2 months. Data was collected by distributing questionnaires using Likert scales. The analysis method uses SEM-PLS (Structural Equation Modelling-Partial Least Square) with the help of SmartPLS 4 software. The results of tabulating the frequency of respondents' answers revealed that in the eyes of their customers, consumers agree that Gacoan Noodle Restaurant has physical evidence, empathy, reliability, responsiveness, and assurance. Consumers strongly agree with the portion, taste, texture, color, and presentation of Gacoan Noodle. According to customers, the price offered by Mie Gacoan is affordable, by the quality and price of Mie Gacoan are competitive. Customers engage in reviews or recommendations about Mie Gacoan both in online applications (Shopee Food, Grab Food, GoFood) and on social media. Gacoan Noodles are the main choice, they are interested in visiting Gacoan Noodle Restaurant again, they are interested in trying other menus provided by Noodle Restaurant, and they are willing to recommend Gacoan Noodles to friends or relatives. The results of the analysis with SEM-PLS show that service quality and word of mouth affect customer satisfaction, while product quality and price do not affect customer satisfaction. The implication is that to increase customer satisfaction with Gacoan noodles, it is recommended to pay more attention to improving service quality and strengthening the WOM effect. Mie Gacoan restaurant needs to maintain service quality in the form of physical evidence, empathy, reliability, responsiveness, and assurance by upholding consistent service standards. Restaurants need to observe communication where individuals disseminate evaluations or information about products or services to others through oral, written, or electronic media communication based on their experiences.