PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN (STUDI KASUS PADA RESTORAN DK 26)

Abstract

This research aimed to analyze the effect of price, promotion, and service quality on the customers at Restaurant DK 26.The research was descriptive-quantitative. Moreover, quantitative approach. The research sample was 100 respondents purchasing at DK 26 restaurant with an accidental sampling method technique. The research data collection used questionnaires. Furthermore, the research data analysis method used multiple linear regression analysis with SPSS (Statistical Product and Service Solution) application. The instrument examination used a validity test and reliability, a classic assumption test used a normality test, a multicollinearity test, and heteroscedasticity test, a model feasibility test with an f test, and a multiple determination coefficient and hypothesis test with a t-test.The research result showed that the price variable had a positive and significant effect on the customers’ satisfaction at DK 26 restaurant. Therefore, the variable of promotion had a positive and significant effect on the customers’ satisfaction of DK26 restaurant. similar to the service quality variable had a positive and significant effect on the customers’ satisfaction DK26 restaurant.