ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUASAN KONSUMEN (Studi Kasus Pada Konsumen KOPIKITA Semarang)
Abstract: This study aims to
determine how big the influence of product quality, service quality, and location
to consumer satisfaction on KOPIKITA. The problem that facing by KOPIKITA isconsumer’s
satisfaction which decreasing, as seen from a lot of complain received from
customer.And this research also aims to analyze the most dominant factors that
influence on consumer satisfaction of KOPIKITA.
Population of this research are consumers of KOPIKITA. Samples were taken
of 100 respondents by using non-probability sampling technique with purposive
sampling approach. Datawas collected by using a survery method through
quetionnaires which were filled out byconsumers. Then, the obtained data were
analyzed using multiple regression analysis. Thisanalysis includes: validity
test,reliability test, classic assumption test, multiple regression analysis, hypothesis
testing through the t test and F test, and coefficient of determination
analysis (R²).From the analysis result, the indicators in this study are valid
and reliables. The most dominant factor that influence on consumer satisfaction
is product quality follow the service quality, and the last is location. Then
though the F Test can be seen that the independent variables feasible to test
the dependent variable. The result of Adjusted R Square is 55%, it means that independent
variable can explain about 45% of dependent variable.
Penulis: Nur Wulandari,
Mudiantono Mudiantono
Kode Jurnal: jpmanajemendd131121
