ANALISIS PENGARUH LOKASI, HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA KONSUMEN HANNA KEBAB DI KEBUMEN

  • Khussnul Agestina
  • Ika Susilowati Sekolah Tinggi Ilmu Ekonomi Putra Bangsa
Keywords: Location, price, product quality, satisfaction, Multiple Linear Regression Analysis

Abstract

This study aims to determine the effect of location, price, and product quality on  customer satisfaction of Hanna Kebab Kebumen. The problems raised in this study are the Analysis of the Influence of Location, price, and product quality on customer satisfaction of Hanna Kebab Kebumen, with the aim of knowing how much the influence of Location, Price, and Product Quality on Hanna Kebab Kebumen consumer satisfaction partially or simultaneously Sample data taken in this study are Hanna Kebab Kebumen consumers, amounting to 100 consumers as respondents. Instruments or data collection tools in this study were using questionnaires / questionnaires.  The data analysis tool used in this study is using multiple linear regression analysis. Data analysis techniques used include qualitative analysis and quantitative analysis consisting of validity test, reliability test, t test, F test, multiple linear regression analysis (Likert scale). ) Data were analyzed with the help of SPSS Release 22 for Windows.  From the results of the proof of the first hypothesis that the location partially has a significant effect on satisfaction. From the results of the second hypothesis that prices partially have a significant effect on satisfaction. From the results of the third hypothesis proving that product quality partially has a significant effect on satisfaction. From the results of the fourth hypothesis Location, Price, and Quality of Products simultaneously have a significant effect on satisfaction.  R Square determination coefficient value obtained 0.246 means that 24.6% satisfaction is influenced by the location variable, price, and product quality while the remaining 75.4% (100% -24.6%) is caused by other variables.

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Published
2019-12-04
How to Cite
Agestina, K., & Susilowati, I. (2019). ANALISIS PENGARUH LOKASI, HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA KONSUMEN HANNA KEBAB DI KEBUMEN. JIMMBA: Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi, 1(1), 110-121. Retrieved from http://journal.stieputrabangsa.ac.id/index.php/jimmba/article/view/395
Section
Articles