PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN LOKASI TERHADAP KEPUASAN KONSUMEN (STUDI PADA PEMBELI PRODUK BIKA PADANG ANDALAS SEMARANG)

Abstract

This study aimed to examine the effect of product quality, price perception, and the location of the customer satisfaction. The population used in this study is that customers Bika Padang Andalas Semarang. In this study sampling was done by waiting for consumer who are making purchase and also consumer who have complete a purchase in Bika Padang Andalas as well as those are willing to be the respondent. Researchers use sampling methods accidental sampling with respondent number 100. The influence between variables is described by using multipleregression analysis. The result showed that the variables of product quality and significant positive effect an customer satisfaction, perception of price positive and significant impact on customer satisfaction, and the location is positive and significant impact on customer satisfaction.

Keywords : Quality Product, Price Perception, Location, and Customer Satisfaction.