PENGARUH KUALITAS LAYANAN, HARGA DAN LOKASI TERHADAP KEPUASAN KONSUMEN PADA TOKO OK ELEKTRONIK MUARA BUNGO

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Adi Sucipto, Ira Widyastuti, Ha Esdhona, Hasdani

Abstract

Nowdays the business world is experiencing very competitive competition. This condition forces business people to improve their company's performance as much as possible in order to be able to compete in the market along with the increasing consumer interested in an item/product they need. The main key for companies to be able to superior in the competition is providing satisfaction to consumers. Several factors can affect customer satisfaction include service quality, price, and location. In this study, the authors analyze more specifically the effect of service quality and price on consumer satisfaction at the OK store electronic Muara Bungo.The purpose of this study knows the effect of service quality, price, and location on consumer satisfaction. The research method is using the quantitative method. This type of research is causal associative. The research instrument used questionnaire. The population in this study is the consumers of OK electronic store whose exact number is not known. The sampling technique uses the Accidental Sampling technique, that is, anyone who coincidentally meets the researcher and that person is deemed suitable to be a data source can then be used as a sample. To calculate the number of sample, the researchers are using Unknown Populations formula from Wibisono, and the results obtained were 100 samples. The data analysis technique used multiple linear regression, classical assumption test, hypothesis testing and coefficient of determination test using SPSS version 20 program.The results of the t-test, H1 is accepted, the quality of service has an influence on customer satisfaction, with a value of T count (2,233) > T table (1,984.47) and a sig value of 0.028 <0.05. H2 is accepted, price has an influence on consumer satisfaction, with a value of T count (3.316) > T table (1,984.47) and a sig value of 0.001 > 0.05. H3 is accepted, location has an influence on consumer satisfaction, with a value of T count (4,231) > T table (1,984.47) and a sig value of 0.000 > 0.05. The results of the f test, H4 accepted, service quality, price, and location on customer satisfaction, with a value of F count (86.224) > F table (2.70) and a sig value of 0.000 <0.05.

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References

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