PENGARUH LOKASI, KUALITAS PELAYANAN, KEMASAN DAN CITRA PERUSAHAAN TERHADAP KEPUASAN KONSUMEN

Abstract

This research is aimed to find out the influence of place, service quality, packaging, and firm image to the customer satisfaction at PT. Henson Putra Jaya. The population of this research is all customersof PT. Henson Putra Jaya which is located on Jl. Rungkut Surabaya, with the numbers of respondents are 100 people. The sample collection technique has been carried out by using accidental sampling. The data analysistechnique has been conducted by using multiple linear regressions. This research uses primary data i.e. the answer of questionnaires that is the perception of respondents to the place, service quality, packaging, firm brand and its influence to the customer satisfaction of PT. Henson Putra Jaya. The research instrument is questionnaires. The result of this research shows that the variables i.e.place, service quality, packaging, and firm image have significant influence to the customer satisfaction. The result of this research supports Kotler and Amstrong, Lovelock and Writs theories which states that the right selection of place, good service quality, attractive packaging, and good firm image will have significant influence to the customer satisfaction.
Keywords: place, service, image, packaging and satisfaction