PENGARUH PRODUK, HARGA, LOKASI, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN (Studi pada Apotek FAIZA di Kota Kendal)

Abstract

This study aims to examine the effect of product, price, location, and promotion to the pharmacy customer satisfaction Faiza at Kendal Town. The population in this study were all customers at the pharmacy Faiza. While sampling in this study using Purposive sampling, in anticipation of the damage or return of the questionnaire, the questionnaire is distributed as many as 100 exemplar, so that the sample set of 100 exemplar can be met. There are 4 hypotheses were tested in this study in which each will test the hypothesis of the influence of the Product, Price, Location, and Promotion of customer satisfaction in the city pharmacies FAIZA Kendal. Analysis tool used is the validity of the Test, Reliability Test, Multiple linear regression, the coefficient of determination, which includes the Test of Hypothesis Testing t. Test results of validity of variables used in this study is valid, the results of reliability tests showed that the variables used in this study is reliable. the results of multiple linear regression that the product (X1), price (X2), location (X3), and promotion (X4) has a positive significant effect on customer satisfaction. The coefficient of determination (R ²) that the value of Adjusted R Square, which means the variation of product changes (X1), price (X2), location (X3), and promotion ( X4) in influencing customer satisfaction. Hypothesis Test Results, Test t is a significant positive effect of product (X1), price (X2), location (X3), promotions (X4) to customer satisfaction.

Key Word : Product, Price, Location, Promotion, and Customer Satisfaction.