PENGARUH HARGA, KUALITAS PELAYANAN, DAN LOKASI TERHADAP KEPUASAN KONSUMEN PADA APOTEK TAKAVI

Abstract

The current competition in the business world is getting competitive. It encourages business practitioners to
take over the market share by using various innovation in providing products and services. Business
practitioners have to know the way how to fulfill the needs and the desires of their customers. By providing the
customers service quality which can satisfy them, affordable price and comfortable place and close to the
residential area. This research is meant to find out and to analyze the influence of service quality, price, and
place to the customer satisfaction. The research object is Surabaya Takavi Apothecary and the respondent is all
customers who have ever purchased and gained benefit from Surabaya Takavi Apothecary and aged at least 18
years old. The sample collection technique has been conducted by using purposive sampling method in which the
determination of sample has been done by using certain consideration. The data has been obtained by issuing
questionnaires to the 85 respondents. The analysis technique has been carried out by using multiple linear
regressions and hypothesis test has been done by using t test. The result of the hypothesis test shows that
partially the three of independent variables i.e. customer satisfaction (Y), service quality (X1), price (X2) and
place (X3) have been proven significant to the dependent variable of customer satisfaction. The result of the
analysis of model feasibility test shows that simultaneously all variables give significant influence to the
customer satisfaction.

Keywords: Service quality, price, place, customer satisfaction.