PENGARUH KUALITAS PRODUK, LOKASI DAN NILAI YANG DIRASAKAN PELANGGAN TERHADAP KEPUASAN PELANGGAN

Abstract

This research aimed to find out the effect of product quality, location, and customers’ perceived value on customers’ satisfaction. Furthermore, the population was customers of RM Padang Putri Minang Surabaya. Since number of e the sample numbers were unlimited (infinite) therefore the research collection technique used accidental sampling with the Slovin method, obtaining 98 respondents as the samples. Moreover, the research type was comparative causal. The data source used in this study is primary data that comes directly from customers of RM Padang Putri Minang Surabaya. The analysis technique used in this study is multiple linear regression analysis using SPSS version 23. The hypothesis test result showed that product quality had significantly affected the customers’ satisfaction, perceived value of the customers had significantly affected the customers’ satisfaction and the location did not significantly affect the customers’ satisfaction. The result of the determination coefficient (R Square) result was 62.7%. It indicated that the customer satisfaction was explain with the product quality variable, then location and customer’s perceived value was 62.7% and the rest was 37.3% it explained by the other variables outside of this research model.