IDENTIFIKASI KEPUASAN KONSUMEN DITINJAU DARI SEGI HARGA DAN KUALITAS PADA RESTORAN ABUBA STEAK DI GREENVILLE

Tommy Setiawan Ruslim, Mukti Rahardjo

Abstract


At the time of the current era of globalization, every company should be able to compete with competitors in order to survive. The most striking is the intense competition in the food industry, the number of competitors and substitute products, Is very vulnerable to those who engaged in it to be able to compete if they can not satisfy customers. To that end, the authors are interested in creating a research against one of the restaurants there, by taking Abuba steak at Greenville as research material, with price as the independent variable (X1) and quality service as the independent variable (X2) to satisfaction as the dependent variable (Y). This research is done by spreading the questionnaire to 100 respondents. Through the data processing with PASW 18.00 is known that price as independent variable (X1) and service quality (X2), but only service quality (X2) have a significant effect on customer satisfaction (Y). Note that for 0.472 for satisfaction variation can be explained by the variable price and service quality of 0.283 while the rest can be explained by other variables. With the linear regression equation is Y = 9.251 - 0.084 (X1) + 0.450 (X2).

 

Key words: price, service quality, satisfaction.


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