Pelayanan Karyawan, Harga Yang Sesuai Daya Beli Dan Lokasi Faktor Penentu Kepuasan Konsumen
Abstract
Abstract– The influence of service quality, price and location on consumer satisfaction of micro-enterprises in the market. The research method used is a survey research method. That is research to determine the effect of independent variables (quality of service, price and location) with related variables (consumer satisfaction). The population in this study are all micro business consumers who have purchased the product more than once in a market transaction with an unknown population. The specified sample is 100 people using non-probability sampling technique. From the results of multiple linear regression analysis shows that the variables of Service Quality (X1) = 0.297, Price (X2) = 0.392, and Location (X3) = 0.272 on consumer satisfaction. The analysis of the coefficient of determination (R2) is 0.754 or 75.4%. The magnitude of the coefficient of determination indicates that the independent variables consisting of Service Quality (X1), Price (X2) and Location (X3) are able to explain the dependent variable, namely Consumer Satisfaction (Y) of 47.2%, while the remaining 52.8% explained by other variables not included in this research model. The influence of each variable is the variable of service quality, price and location partially positive and significant effect on consumer satisfaction in the market. Abstrak- Pengaruh kualitas pelayanan, harga dan lokasi terhadap kepuasan konsumen usaha mikro dipasar. Metode penelitian yang digunakan adalah metode penelitian survey. Yaitu penelitian untuk mengetahui pengaruh antara variabel bebas (kualitas pelayanan, harga dan lokasi) dengan variabel terkait (kepuasan konsumen). Populasi dalam penelitian ini adalah semua konsumen usaha mikro yang telah membeli produk lebih dari satu kali transaksi di pasar dengan jumlah populasi yang tidak diketahui. Sampel yang ditentukan berjumlah 100 orang menggunakan teknik nonprobability sampling. Dari hasil analisis regresi linier berganda menunjukkan bahwa variabel Kualitas Pelayanan (X1) = 0,297, Harga (X2) = 0,392, dan Lokasi (X3) = 0,272 terhadap Kepuasan Konsumen. Analisis nilai koefisien determinasi (R2 ) sebesar 0,754 atau 75,4%. Besarnya nilai koefisien determinasi tersebut menunjukkan bahwa variabel independen yang terdiri dari Kualitas Pelayanan (X1), Harga (X2) dan Lokasi (X3) mampu menjelaskan variabel dependen yaitu Kepuasan Konsumen (Y) sebesar 47,2%, sedangkan sisanya sebesar 52,8% dijelaskan oleh variabel lain yang tidak dimasukkan dalam model penelitian ini. Pengaruh masing-masing variabel adalah variabel kualitas pelayanan, harga dan lokasi secara parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen udaha mikro dipasar.Downloads
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