PENGARUH HARGA, LOKASI, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA TOKO GROSIR MAKMUR JOMBANG

Abstract

population consists of customers who have ever purchased at Toko Grosir Makmur Jombang. Furthermore, the study applies quantitatively. The number of research samples was determined by Lemeshow. In line with that, 96 respondents who have ever purchased at Toko Grosir Makmur Jombang were the sample. Moreover, the data collection technique used purposive sampling. The data were analyzed by instrument test, multiple linear regression analysis, classical assumption test, proper model test, and hypothesis test (t-test) with Statistical Product and Service Solution (SPSS) 26 version. Meanwhile, the instrument in the data collection technique was an offline questionnaire. The result showes that the price has a significant and positive effect on the customers’ satisfaction. It means that the more affordable the price offers and the appropriate quality are, the more satisfied consumers will be. Similarly, location has affected significantly and positively on the customers’ satisfaction. This means that the more strategic of location owned by Toko Grosir Makmur Jombang is, the larger profit opportunity will be obtained. Likewise, the service quality has affected significantly and positively on the customers’ satisfaction. In other words, the better the service quality given to the customers is, the more satisfaction of the customers will be.