PENGARUH KUALITAS PRODUK, HARGA DAN KEPERCAYAAN TERHADAP KEPUASAN KONSUMEN UD. ASHILLA CATERING SURABAYA

Abstract

Business competition in the field of culinary until whenever will continue to grow. This condition requires employers to increase their competitiveness. In increasing the competition then the company is required to display the best products and services so as to meet the tastes of consumers who are always changing. This research was conducted with the aim to know and analyze the influence of product quality, price and consumer confidence to customer satisfaction at UD. Ashilla Catering. The population that becomes the object in the research is the consumers who use UD services. Ashila Catering is located on the road Dukuh Setro 6 No.15 Surabaya. The sampling technique used in this study is to use purposive sampling with the number of samples taken as much 100 respondents. The data obtained in this study were obtained from UD consumers. Ashilla Catering through interviews and questionnaires in the form of questionnaires. In an effort to answer the problems in this research will be used multiple linear regression analysis (Multiple Regresion). The results showed that the quality of products partially have a significant influence on customer satisfaction. Price partially has a significant influence on customer satisfaction. Partial consumer confidence has a significant effect on customer satisfaction.
Keywords: product quality, price, consumer trust and consumer satisfaction.