ANALISIS PENGARUH LOKASI, HARGA DAN PELAYANAN TERHADAP KEPUASAN KONSUMEN DI SWALAYAN TWENTY TWO SUNGAI LIMAU

Abstract

Abstract

This study aims to determine 1) location of consumer satisfaction, 2) price of consumer satisfaction, 3) service to customer satisfaction at the Twenty-Two Supermarket in Sungai LimauNagariKuranjiHilir. The population in this study was the Two Twenty-Two Supermarket LimauNagariKuranjiHilir consumers who served 255 people. The sample in this study was the Twenty-two-storey Supermarkets of Sungai LimauNagariKuranjiHilir, which was honored by 100 people. With a non-probability sampling technique using accidental sampling. Data retrieval techniques in this study use a test tool used in questionnaires. The analysis technique used in this study is to use frequency distribution techniques. Based on the results of the study, a significant effect was found between the location, price, and service variables on the satisfaction of two-twenty-two self-service customers in Sungai LimauNagariKuranjiHilir. Significant service quality on customer satisfaction is 89.3% which states that a good location will have the opportunity to buy back 89.3 times compared to respondents who stated a bad location. The price has a significant effect on consumer satisfaction by 88.2%, which states that they will buy 88.2-fold repeat purchases compared to respondents who stated high product prices. Significant service to customer satisfaction is 88% of respondents who will serve repurchase 88 times compared to respondents who stated poor service.