PENGARUH KUALITAS PRODUK, HARGA, KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUASAN PELANGGAN

Abstract

The creative and innovative development of a business world, particularly in the field of food. One of food businesses is Aiola Eatery Surabaya which has become the pioneer of modern cafeteria in Surabaya and it is customer satisfaction oriented. Customer satisfaction can be achieved by noticing to the product quality, price, service quality, and place. This research is aimed to find out whether product quality, price, service quality, and place give significant influence to the customer satisfaction of the customer of Aiola Eatery Surabaya. This research is a quantitative research. The population is all customers who are enjoying the dishes at Aiola Eatery Surabaya by issuing questionnaires to the 100 respondents. The analysis instrument which has been applied to measure the influence of Product Quality, Price, Service Quality, and Place to the Customer Satisfaction is the multiple linear regressions analysis. The result of the research indicates that the variables of price and service quality give significant influence to the customer satisfaction because price is suitable with service quality which has been provided and expected by the customers. Meanwhile, product quality and place gives insignificant influence to the customer satisfaction because these variables do not have their own product and traffic jam has made obstacle. The management of Aiola Eatery Surabaya have to maintain their product quality, have to able to set the price according to the product quality so that customer satisfaction can always be fulfilled.
Keywords: product quality, price, service quality, place, customer satisfaction.