Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Lokasi terhadap Kepuasan Konsumen pada Rumka Bali Restoran di Denpasar

Abstract

Rumka Bali Restaurant is a restaurant whose business activities cannot be separated from increasingly competitive market conditions. Therefore, it is necessary to implement marketing strategies that pay attention to product quality, service quality and location to create consumer satisfaction. The aim of this research is to determine the influence of product quality, service quality and location on consumer satisfaction. This research was conducted at Rumka Bali Restaurant and the research population was 10,450 consumers. Determination of the sample size was carried out using the Slovin formula so that the sample size was determined to be 99 people. The sampling technique used is Accidential Sampling. To test the hypothesis, multiple linear regression analysis, t test, F test and coefficient of determination were used. Based on the results of the analysis, it can be concluded that: 1) product quality has a positive and significant effect on consumer satisfaction, 2) service quality has a positive and significant effect on consumer satisfaction, 3) location has a positive and significant effect on consumer satisfaction, 4) product quality, service quality and location has a positive and significant effect on consumer satisfaction. The suggestions that can be given to Rumka Bali Restaurant include conducting a survey on consumer satisfaction by asking for criticism and suggestions, providing training to all employees, planning to expand the parking area and paying attention to product quality so that it is maintained consistently.