Analisis Pengaruh Kualitas Produk dan Harga Nasi Jamblang terhadap Kepuasan Konsumen
DOI:
https://doi.org/10.58192/populer.v5i2.4998Keywords:
Consumer Satisfaction, Nasi Jamblang, Price, Product Quality, Traditional CuisineAbstract
The growth of Indonesia’s culinary sector has encouraged businesses to strengthen their competitiveness by providing high-quality products and setting prices that match consumers’ perceived value. In a highly competitive market, customer satisfaction has become a crucial indicator of business success because it influences customer loyalty and long-term sustainability. Nasi Jamblang Sadakeling Bandung, a traditional culinary business originating from Cirebon, has successfully maintained its existence despite the rapid growth of modern culinary trends. This study aims to analyze the influence of product quality and price on consumer satisfaction at Nasi Jamblang Sadakeling Bandung. A qualitative descriptive approach was employed, with data collected through observation, in-depth interviews, and document analysis. Informants included the business owner, employees, and consumers selected using purposive sampling. Data were analyzed using the Miles and Huberman model, consisting of data reduction, data display, and conclusion drawing. The findings indicate that product quality, reflected in authentic taste, high-quality ingredients, cleanliness, menu variety, and consistency in presentation, is the main factor contributing to customer satisfaction. Affordable prices that correspond to the quality of the products also create positive value perceptions, increasing customer satisfaction and encouraging repeat purchases. In addition, the business’s ability to preserve traditional culinary values while utilizing digital media for promotion has strengthened its competitive position and customer loyalty. The study concludes that product quality and price are strategic factors in enhancing consumer satisfaction and supporting the sustainability of traditional culinary businesses in an increasingly competitive culinary industry.
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