PENGARUH KERAGAMAN PRODUK, KUALITAS PRODUK DAN LOKASI PENJUALAN TERHADAP KEPUASAN KONSUMEN (Studi Kasus Pada Warung Makan Bu Sur)

Abstract

This study aims to determine how much influence the diversity of products, product quality, and location
of the sale of consumer satisfaction (study at the food stalls Bu Sur). Y = 4.558 + 0.395+ 0,107X1 0,254X3 X2
+ + e. Hypothesis testing using t test showed that the variables variety (X1), quality (X2), and
location (X3) affects customer satisfaction (Y) with a value of t> t table (2.234; 5.163; 3.793)> 1,990 with
sig t < α (0.05; 0.000; 0.000) <0.05. From the results of the F test obtained F count> F table (22.049>
2.72) with F sig (0,000) <0.05, which means that together (simultaneously) the diversity variable variety
(X1), quality (X2), and location (X3) affects customer satisfaction. The conclusion of this study is the variable
product diversity, product quality and sales locations partially affects customer satisfaction in food stalls Bu
Su. Simultaneously there is the influence of product diversity and product quality point of sale.
Keywords: customer satisfaction, product variety, product quality, sales location.