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The first hypothesis of this study is that the quality of food greatly influences customer satisfaction. It was the same with the results
of Abdullah et al. (2018) that concluded there is a highly positive correlation within consumers' satisfaction and food quality because most
customers support the utilitarian value's food quality. In other words, customers who visit this company must pay for the food it sells. If the
food quality does not fulfil customers, customers must be dissatisfied with the company. On the contrary, if the quality of the food fulfils
customers, customers will naturally have a good impression and satisfy the company, and they will visit again. Therefore, it could be seen that
food quality is the key to overall customer's satisfaction.

For the second hypothesis, quality of service also be found out that stated it has a significant positive effect on customer's overall
satisfaction towards Daily Happy Otak Otak. Referring to Cristo et al. (2017), they concluded the service quality could significantly impact
overall customer satisfaction. If service quality is good, it will increase the customers' satisfaction; on the contrary, if the service is poor, it
will make customers dissatisfied with this company. This means service quality is a key to improving and increasing the customers' overall
satisfaction. Therefore, service quality plays an important role in customers' overall satisfaction.

In this study, hypothesis 3 that the quality of setting does not significantly affect the customer's overall satisfaction with Daily
Happy Otak Otak. This is also the same as a previous study's result. According to Ali et al. (2009), they found out that setting cannot greatly
affect customer satisfaction. This is because the setting quality cannot play as a predictor to influence customers' overall satisfaction. This
means customers care more about the quality of product or service than the quality of setting, so they will not focus on whether the company's
setting is good or bad. If the quality of the setting is relatively poor, customers will feel dissatisfied a bit only. The company's setting is low
but has a high quality of products; customers also will come again for their products. Therefore, whether the quality of the setting is good or
bad cannot greatly affect customers' overall satisfaction towards Daily Happy Otak Otak.

The last hypothesis is price and value. Price and value are also factors that the company needs to improve customers' overall
satisfaction. Price and value become the main factors influencing customer satisfaction (Hanaysha, 2016). Customers will compare the price
of the product within different brands to judge perceived value and conclude satisfaction. Most customers are sensitive to products' prices
and compare them with other competitors, especially in this food industry. Conclusion: Many competitors also sold Otak Otak, making
customers have many choices. Therefore, this makes customers sensitive to the price and the value that products bring to them. Customers
will compare the value that products brings to them and the price of products. The price must match its value so that customers can satisfy
the price, products and satisfy the company. If the quality of food does not match its prices, customers will be dissatisfied with this product
then shift to another competitor. From this, it can be seen that the relationship between price and value is the variable that companies need
to focus on customer satisfaction because price and value are the keys to improving their customers' overall satisfaction.

5.1 Managerial Implications

In this study, the researcher found that the quality of food, service, price, and value can greatly influence customers' overall
satisfaction. Quality of food is a key to increasing and maintaining customer satisfaction. Thus, the company needs to train their employees
to be more professional in the manufacturing process. Besides, the company needs to ensure the freshness, taste and serving temperature of
products before selling to customers.

Service is the same important dimension as food quality for the quality of service. If the service quality is poor, this will decrease
customers' overall satisfaction. Therefore, the company must train their employees to be polite, friendly, high speed of service, and have
the knowledge or ability to solve problems.

Last is the price and value; the price should be reasonable and match the product's quality. The company is advised that it cannot
increase price without increasing product quality. This will decrease the customers' overall satisfaction. Furthermore, the price staying with
competitive pricing is the best because customers sometimes make comparisons with competitors' prices.

5.2 Limitations and Recommendations

In this research, it is inevitable to encounter several limitations. First, the company does not have a customer database. Although the company
has its own official Facebook, just a few people will follow and comment on their Facebook. Therefore, this questionnaire needs to be
distributed through owners of the company to their customers who have Whatsapp in their company. Second, the questionnaire must also be
tailored to the company's customers in large fonts and three languages because most customers are relatively older and cannot recognise
other languages. Third, this research focuses on B to C customers even though Daily Happy Otak Otak also had B to B customers. This is
because B to B customers are less than B to C customers, and they are very busy, so they are hard to interview them. Based on these
limitations, future research can try to research B to B customers and B to C customers together to be more accurate to know the real customer
satisfaction of the company. Besides, future research can try to find different variables or features to research customer satisfaction. Thus,
there will find a deeper result in customers satisfaction.

5.3 Conclusion

This study examines the quality of food, quality of service, price, and value that can significantly influence customers' overall satisfaction
towards Daily Happy Otak Otak. Conclusion: there can be concluded that these variables are what the company needs to focus on and

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