Analisis Regresi Linier Berganda Pada Pengaruh Lokasi, Variasi Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Metro Pasar Swalayan Medan

Abstract

The phenomenon in shopping places is the behavior of consumers who do shopping activities because of the driving factor so that someone ends up doing shopping activities. After making a purchase at a store or supermarket, someone certainly feels how the shopping atmosphere is and has an opinion on what they feel such as convenience in shopping, ease of finding products in the store, product quality, service to the location of the place which leads to the person's satisfaction in shopping. The series of observed behaviors can use the multiple linear regression method to find out what influences a person to feel satisfied when shopping at a store or supermarket. The coefficient of determination aims to provide an overview of the extent to which the variable X is able to explain the variable Y and in this study the variable X affects the variable Y by 63.63% and 36.37% is influenced by factors outside the study. The correlation coefficient between variables of 79.76% describes the relationship between location (X1), product variation (X2) and service quality (X3) on customer satisfaction (Y), the relationship between variables is strong. Service quality (X3) as the most influencing factor for customer satisfaction based on the value of Tcount (8,188).