PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN

Abstract

Competition in the field of business is characterized by technological advances that result in people wanting something more practical in everything including food to be consumed, so the presence of fast food increasingly coddle the community in fulfilling their needs. The purpose of this research is to determine the influence of the service quality, product quality, price and brand image to the costumer satisfaction. The population that been used in this research is all the consumers of Lazizaa Chicken & Pizza Restaurants Branch Manyar Surabaya. The sampling technique using purposive sampling with the number of the samples is 100 people. The analysis technique using multiple linear regression. Test result shows that the quality of service, product quality, price and brand image together influenced the consumer satisfaction. These result indicates that the model in this research deserves to be used as a predictor of the consumer satistfaction. Level correlation coefficient generated equal to 81,1% shows relation between the variables to the consumer satisfaction very closely at Restaurant Lazizaa Chicken & Pizza Branch Manyar Surabaya. The test result partially shows that the quality of service, price and brand image have a positive and significant impact on consumer satisfaction. While the quality of the product has a positive and insignificant influence on the customer satisfaction.
Keywords: quality of service, product quality, price, brand image, and customer satisfaction