The Influence of Product and Price to Customer Satisfaction: Case Study at Sharia Compliant Hotel

The halal industry is developing rapidly all over the world due to the development of the food industry that manufactures imported-taste food and other non-food industries, such as pharmacy, cosmetics, bath essentials, and medical devices. Whilst in service industries, it is due to the existence of many tourism objects that are served by halal tourism providers. Among others is the sharia-compliant hotel industry, in which the business providers will consider halal concept or Islamic law for all products, facilities, services, and prices. This research aims to identify the existence of positive and significant value between the independent variables, which are product and price, towards the dependent variable, which is customer satisfaction, as well as to identify the level of relationship between a variable of product and price towards customer satisfaction. 40 questionnaire data are collected, and double linear regression analysis is performed by involving the F test (simultaneous significant test) and t-test (partial test). Based on the test or method, the result is generated, stated that variable of product and price has a positive and significant influence towards variable of customer satisfaction.