PENGARUH PRODUK, HARGA, PERSONAL, DAN BUKTI FISIK TERHADAP KEPUASAN PELANGGAN

Abstract

The level of business competition in Indonesia is very competitive, every companies always try to increase their
market share and to get new customers. The company have to determine the right new marketing strategy to
maintain and to win the competition i.e. prioritize qualified product, provide affordable price, good personnel and
attractive physical evidence in order to create customer satisfaction. This research is meant to analyze the influence
of product, price, personnel, and physical evidence to the customer satisfaction Sinjay restaurant Bangkalan. The
population of this research is all customers Sinjay restaurant Bangkalan with the numbers of samples are 94
customers. The sample collection method has been conducted by using nonprobability sampling and the data
collection technique has been carried out by using multiple linear regressions with the instrument of SPSS
application. The result of this research shows that product give positive and significant influence to the customer
satisfaction Sinjay restaurant Bangkalan. Price does not give any significant and positive influence to the customer
satisfaction Sinjay restaurant Bangkalan. Personnel give significant and positive influence to the customer
satisfaction Sinjay restaurant Bangkalan. Physical evidence does not give any significant and positive influence
to the customer satisfaction because facility is not considered to be important by the customers Sinjay restaurant
Bangkalan.

Keywords: product, price, personnel, physical evidence, customer satisfaction