PENGARUH HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUASAN KONSUMEN DI RUMAH MAKAN AYAM KAMPUNG PINANG, KOTA TANGERANG

Abstract

In the business world especially in the field of culinary customer satisfaction has an important role in a company, maintaining them means to improve financial performance and maintain the survival of the company. The purpose of this research is to know the influence of price (X1), product quality (X2), and location (X3) to customer satisfaction (Y) at Rumah Makan Ayam Kampung Pinang, Tangerang. For a population of 22.700.with samples taken 100 samples using Taro Yamane formula. The Sampling technique used is Probability Sampling with sampling using Simple Random Sampling. The analytical tool used consisted of simple correlation analysis and multiple linear regression analysis. The regression equation formed is Y = 2,531 + 0,181X1 + 0,323X2 + 0,074X3. From the calculation that has been done, it appears that the value of Adjusted R Square is 0.290. It can be interpreted variable price, product quality, and location have contribution influence to variable consumer satisfaction equal to 31,1% while the rest is 68,9% influenced by other variables outside this research. Variable price and product quality have a significant positive effect on customer satisfaction. While the variable location has no effect. After doing research, it can be concluded also that the linear regression model used in this research feasible