PENGARUH LOKASI, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN KONSUMEN SATE TAICHAN GORENG CABANG SURABAYA

Abstract

The culinary business has growth rapidly. As consequence, this condition increases the competition in getting the consumers. At present, culinary business becomes a business which is developed. Therefore, Sate Taichan Goreng Surabaya Branch maintains their existency by having the customers’ satisfaction as their main goal. This research aimed to find out whether the location, service quality and promotion had significant effect on the customers’ satisfaction of restaurant of Sate Taichan Goreng Surabaya Branch. While, the population was customers of Sate Taichan Goreng Surabaya Branch. Moreover, there were 100 respondents which obtained in accordance with Arikunto (2010:160) formula. In addition, the data collection technique used Non Probability Sampling, For data analysis technique, it used multiple linier regression. The research result, using instrument test and classical assumption test, concluded all variables had fulfilled the criteria in order to continue for its data management. Meanwhile, based on the result of t test, it concluded location, service quality. And promotion had positive and significant effect on the customers’ satisfaction of restaurant of Sate Taichan Goreng Surabaya Branch

Keywords: location, service quality, promotion, customers’ satisfaction