THE EFFECT OF PRICE AND PRODUCT QUALITY TOWARD THE CUSTOMER SATISFACTION OF FUZEE SUSHI

Abstract

The numbers of new start-up business are growing in Indonesia causing a massive growth toward the food industry to grow more and expand. As a result all the companies in the food industry earn more profit. It is proven that the food industry has an exponential growth of 8.15 percent in the year of 2017, which is good for company to run a business. That means it is an opportunity to create business in the future. With a purpose of creating a new business, it also with the competitive pricing and many unique product qualities difficult to compete with. This research explains about the Price and Product Quality that Fuzee Sushi have, a business owned by Ciputra University’s 2015 batch student, which consist of 5 people. The business is expected to run in the market as a sustainable business which is quite hard to do because people are battling for price war. The result of this research shows that price and product quality strategy is affecting other food industry company by making them more evolved, to learn how to satisfy customers and to understand the customer well in order to serve the customer 100%. In the food industry Price and Product Quality are very important aspects to achieve customer satisfaction because if the customer is satisfied. Therefore, Price and a product quality is significantly affected Customer Satisfaction.