PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN LOKASI TERHADAP KEPUASAN PELANGGAN (STUDI PADA WARUNK UPNORMAL SEMARANG)

Abstract

This study aims to discuss and analyze product quality, price and location perceptions of customer
satisfaction in Semarang Upnormal Warunk. The population in this study is Semarang Upnormal Warunk
customers. The research method used is purposive sampling. The sample used was taken by 100 respondents
with a primary data collection method using a questionnaire. Data were analyzed using instrument tests,
multiple linear analyzes and model tests.
The results of the study prove the positive and significant product quality on customer satisfaction,
positive and significant price perceptions on customer satisfaction, positive and significant location on customer
satisfaction. The better the quality of the product, the more customer satisfaction increases. The better the price
perception the more customer satisfaction increases. The better the location, the more customer satisfaction
increases.