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Product Quality 0.718 10.082 0 <0.01***
Service Quality 0.199 2.326 0.022 <0.05**
a Dependent Variable: Customer Satisfaction
4.4 Summary of Hypothesis
As shown in Table 4.7, three hypotheses are proposed in this study. This means that price, product quality, and service quality positively
affect customer satisfaction.

Table 4.7 Summary of Hypothesis Testing

Hypothesis Testing
H 1: Price has a negative and significant influence on customer satisfaction. Supported
H 2: Product quality has a positive and significant influence on customer satisfaction. Supported
H 3: Service quality has a positive and significant influence on customer satisfaction. Supported

⬛ 5.0 DISCUSSION

The first hypothesis, price, indicated a significant influence on customer satisfaction. This result is consistent with past studies by Malik and
Hafiz (2012). This may be because the printing shop is near many schools. Therefore, the customers are mostly students and do not have any
income, so they care about the printing price. They will choose the cheapest printing shop. The other reason is that the residents in Sungai
Mati are mostly B40; due to the negative beta value, it can be concluded that the higher the price, the lower the customer satisfaction will be
higher. Therefore, the price was negatively significant towards customer satisfaction, and H1 was supported in this research.
Product quality has a significant positive influence on customer satisfaction in Bamboo Hut Enterprise, Sungai Mati. The result is
consistent with Cruz's, A.V. (2015) past studies. This justified that the customer of Bamboo Hut Enterprise agree that product quality will
affect their satisfaction towards this printing shop. In the printing industry, product quality is the most important factor influencing customer
satisfaction because people care whether the printed or photocopy version can be seen clearly or not, the uniform of a printed version, and
the quality of ink. This is indicated by the highest beta value indicating the most significant factors influencing customer satisfaction. If the
printed or photocopy version cannot be seen, the product cannot be used, and the customer will not come to this printing shop again.
Moreover, the higher the quality of the product, the higher is the customer's satisfaction. Therefore, product quality was positively significant
towards customer satisfaction, and H2 was supported in this research.
Finally, there is the service quality and customer satisfaction. This research found that service quality has a significant positive
influence on customer satisfaction. The result is supported by a past study by Aisyah and Ariyati (2015). This implies that service quality
includes the ability to complete jobs on time, the attitude of the staff, speed of handling the cleanness of the environment. The printing shop
is also considered the service provider because when customers await their photocopy or printing products, they will see whether there is a
comfortable waiting area and whether the staff can complete the task on time. The higher the service quality, the higher the customer
satisfaction with the service received. Thus, service quality was positively significant on customer satisfaction, and H3 was supported in this
research.
5.1 Managerial Implication

This study provides practical insights for the owner of Bamboo Hut Enterprise in developing price, product quality and service quality
to improve customer satisfaction. According to the research findings, product quality has the most substantial influence on customer
satisfaction. Thus, the owner, Mr Soh, should increase the quality of the printing and photocopy products instead of increasing the price of
the products. It will ensure the satisfaction of the customers. Eventually, it will increase the sales and the acceptance of Bamboo Hut
Enterprise among the residents of Sungai Mati.

Furthermore, the best medium to persuade the consumers is by developing and increasing the quality of the products without an
increase in costs. Bamboo Hut Enterprise must first identify the performance of various attributes by investing in product attributes to achieve
the highest level of satisfaction. This is because Zhang et al. (2013) found that the performance of product attributes determines customer
satisfaction and not the price.

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