Pengaruh Customer Experience, Lokasi Dan Harga Terhadap Kepuasan Konsumen (Studi Kasus Pada Restoran McDonald’s Cabang Sisingamangaraja Medan)

Abstract

The purpose of this study is to determine and analyze the Effect of Customer Experience, Location, and Price on Consumer Satisfaction at McDonalds Restaurants Sisingamangaraja branch and also to find out and analyze the most dominant factors affecting consumer satisfaction. This research was conducted on consumers who had visited and purchased McDonald's Sisingamangaraja products. The analysis methods used are descriptive statistical analysis methods and multiple linear regression analysis. This type of research is associative research and the data used are primary data and secondary data obtained through documentation studies and lists of statements whose measurement uses the Likert scale. The Effect of Customer Experience, Location and Price on Customer Satisfaction (Case Study at McDonald's Sisingamangaraja Medan Branch). The data was processed statistically using SPSS for windows, namely the t-test model, the f test and the determinant coefficient (R2). The results of this study show that Customer Experience, Location and Price simultaneously have a significant effect on Consumer Satisfaction in McDonald's Consumers Sisingamangaraja Medan Branch. The Adjusted value (R Square) is 0.482 or 48.2 percent. As much as 48.2 percent of the variation in Customer Satisfaction can be explained by independent variables, namely Customer Experience, Location, and Price and the remaining 51.8 percent is explained by other factors outside this research model