The Effect of Price Perception on Customer Satisfaction

Abstract

This study wants to see how the effect of price perception on customer satisfaction. This researchwas conducted in one of the hawker center in the city of Medan, it's X Food court which consist of100 respondents who are customers there and asked to willingly respond to statements throughquestionnaires. The hypothesis testing used structural equation modeling (SEM) methods. Assistedby the AMOS 16 program. The results in this study, described the results which support theproposed hypothesis by stating there is a significant relationship between price perception andcustomer satisfaction. This research is expected to be an input for the company where the researchtakes place, and also can be material for further research to be able to develop existing variablesand develop theoretical strengths which are the main weaknesses in this study and also develop thepopulation towards a broader direction.