PENGARUH KUALITAS LAYANAN, HARGA DAN LOKASI DI BIMBINGAN BELAJAR FAVORITA INDONESIA CABANG PERUMAHAN ALAM INDAH, TANGERANG

Abstract

In the business world of education such as learning institutions, consumers’ satisfaction has an important role in a company. Maintaining them means improving and growing the company’s survival. Favorita Indonesia Tuition Classes Alam Indah Residence Branch, Tangerang. Always strive to maintain a good quality of service of how to give sincerity from teachers and employees to serve Consumers to always perform standard operating procedures (SOP) in terms of quality of service. In addition, the Favorita Indonesia Tuition Classes Alam Indah Branch, also trying to provide a price that matches the quality of the offered guidance. So that all things can create satisfaction for consumers who have attended the Favorita Indonesia Tuition Classes Alam Indah Branch. With the support of a very strategic location, consumers’ can easily access the learning guidance Favorita Indonesia branch of Alam Indah Real Estate. The purpose of this research is to know the influence of service quality (X1), price (X2), and location (X3) to consumers’ satisfaction (Y) in the Favorita Indonesia Tuition Classes Alam Indah Branch, Tangerang. For the consumers’ population 940, with samples taken as many as 100 samples using Taro Yamane formula. Sampling technique used is Probability Sampling by 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 = - 0.854 + 0.854 X1 + 0.023 X2 + 0.368 X3. From the calculation that has been done, seen that the value of Adjusted R Square is 0.909. It can be interpreted that service quality, price, and location variables have influence to consumers satisfaction variable 90,9% while the rest is 9,1% influenced by other variables outside of this research. Service quality and location variables have a significant influence on consumers satisfaction, while the price variable has no effect. After doing research, it can be concluded also that the linear regression model used in this research feasible.