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2.2.3 Service Quality
In service marketing literature, service quality has been paid more and more attention by scholars. The quality of service is defined
because the adaptation to customer needs is within the delivery of services (Chakrabarty et al., 2007). Quality means the customers' perception
of the extent to which the company's products and services meet expectations (Moshi & Mitomo, 2019). Other scholars believe that service
quality results from the customer's evaluation of the overall quality of the service providers by comparing the customer's expectation and
perceived quality (Parasuraman et al., 1988). Notably, Parasuraman et al. (1988) have proposed five service quality dimensions. They are
tangibility, reliability, responsiveness, assurance and empathy. The five measurement methods are commonly cited as SERVQUAL. The
SERVQUAL scale achieves reliability and validity in various fields (e.g., reliability of the printing shop's workers and delivering the products
within the promised time) and might be applied to other service fields (Parasuraman et al., 1988). Some scholars have realised the connection
between service quality and brand image (Hsieh et al., 2018). Previous studies have shown that service quality may be a prerequisite
for brand image and positively impacts the brand image (Hsieh et al., 2018). Several studies have confirmed the link between service quality
and customer satisfaction (Sivadas Baker-Prewitt, 2000). Previous surveys have also shown that service quality could predict customer
satisfaction and encompass a positive impact on customer satisfaction (Putro Rachmat, 2019). The link between service quality and customer
loyalty has also been revealed (Anwar et al., 2019). Some authors have demonstrated that service quality could be a precursor of customer
loyalty and positively affects customer loyalty (Anwar et al., 2019). In this research, the researcher uses SERVQUAL because it is more
suitable in investigating how the service quality affects the amount of customer satisfaction in the Bamboo Hut Enterprise.

2.3 HYPOTHESIS DEVELOPMENT
2.3.1 Price
Research shows that a customer's decision to accept a specific price encompasses an instantaneous effect on satisfaction (Consuegra,
Molina & Esteban, 2007). Malik and Hafiz (2012) concluded that price correlates to customer satisfaction. A price increase has been shown to
negatively impact customer satisfaction. With Lommeruda and Sorgard (2003), printing services are like undifferentiated products.
Therefore, customers are price-sensitive, and sometimes brand loyalty is involved in brand preferences, resulting in satisfaction. That is why
the old monopolists retain some consumers. Wishing on the explanation that is given above, the researcher hypothesise:
H 1: Price has a negative and significant influence on customer satisfaction.

2.3.2 Product Quality
Product quality is a key factor in enterprise management in academic and business domains (Chou et al., 2010). Cruz, A.V. (2015) studied
the influence of product quality on customer satisfaction and found a significant correlation between product quality and customer
satisfaction. Ismail, Khatibi, and Thiagarajan (2003) point out that product quality is crucial to the formation of customer satisfaction, which
means that product quality also has a positive and significant impact on customer satisfaction and customer loyalty. Consistent with Kotler
and Keller (2009), consumer satisfaction depends on product standards. Therefore, the following hypothesis is generated:
H 2: Product quality has a positive and significant influence on customer satisfaction.
2.3.3 Service Quality

Previous studies believe a social relationship between service quality and customer loyalty positively affects customer satisfaction (Hussain
et al., 2015; Saghier, 2013; Wu & Mohi, 2015). By observing customers' behavioural intentions, it is found that the higher the service quality,
the higher the customer's satisfaction is towards the service (Dawi, 2018). Therefore, the researchers hypothesised that:
H 3: Service quality has a positive and significant influence on customer satisfaction.

2.4 RESEARCH FRAMEWORK MODEL
Figure 3 is the research framework of this study. Aisyah and Ariyati (2015) studies were the base used to frame the variables in Figure 2,
which emphasised the impact of price, product quality, and service quality on customer satisfaction.

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