PENGARUH KEANEKARAGAMAN PRODUK, KUALITAS PELAYANAN, DAN KEPERCAYAAN TERHADAP KEPUASAN KONSUMEN GIANT SUPERMARKET PURI ANJASMORO SEMARANG

Abstract

Consumer satisfaction is a key to the success of a business, this is due to satisfy the consumer, organization or company can increase profits and gain a wider market share. This research aims to determine the effect of product diversity, quality of service and trust on consumer satisfaction Giant Supermarket Puri Anjasmoro Semarang.

The population in this study is that consumers Giant Supermarket Castle Anjasmoro Semarang with a sample of 100 people with a simple random sampling technique. The analysis used data validity and reliability, asumsi klasik test, multiple regression analysis and t test and F test

The results showed no positive effect of the variable product diversity on consumer satisfaction Giant Supermarket Puri Anjasmoro Semarang. with a regression coefficient of 0,310 and t value (3,274)> t table (1,661). There is a positive effect of the variable quality of service to customer satisfaction Giant Supermarket Puri Anjasmoro Semarang with regression coefficient of 0,242 and                  t value (2,248)> t table (1,661). There is a positive effect of trust on consumer satisfaction variables Giant Supermarket Puri Anjasmoro Semarang with regression coefficient of 0,240 and t value (2,779)> t table (1,661). There is a positive effect of the variable product diversity, quality of service and the trust jointly on customer satisfaction Giant Supermarket Puri Anjasmoro Semarang with the calculated F value (22,127)> F table (2,700) and sign (0,000) <sign α (0,05) .

Advice can be given to the Giant Supermarket Puri Anjasmoro Semarang increase the size variations are offered especially for household products such as floor brush, mop and bucket so that customer needs can be accommodated.

Keywords: Diversity Products, Service Quality, Trust and Customer Satisfaction