Pengaruh Faktor Lokasi, Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada UMKM Sunthai Tea Stabat

Abstract

As Indonesia's culinary industry and a growing number of new entrepreneurs continue, competition for beverage products will increase as well as the quality of its service. The high competition against the beverage products of this type has given rise to new endeavors that promote both foods and similar beverages that make competition more intense. The location factor, the quality of the product and the quality of service are among the important factors that affect consumer satisfaction. The study is aimed at recognizing the impact of the location factors on the consumer satisfaction of the people of sunthai tea sthon, the impact of the quality of the product on the consumer satisfaction of the people of sunthai tea sthon, and the impact of the location factors, the quality of the product and the quality of the service to the consumer satisfaction of umkm sunthai tea stang. The method of research used is collaborative research with a quantitative approach. The population in this study is the stately consumer sunthai tea, with a sample of 100 respondents. Sample retrieval technique using a non-probality sample with an observational sampling technique. Primary data are generated from a questionnaire disseminated through Google form and manuals, whereas secondary data are acquired through literature. Data analysis method uses the instrument test, classic assumption test, linear regression with double and hypothetical testing. According to the study, the location factors have a significant impact on consumer satisfaction, the quality of the product has a significant impact on consumer satisfaction and location factors, the quality of the product and the quality of service are influential together (simultaneously) toward consumer satisfaction with fcount > ftable, 42.749 > 3.09 and there is 0,000. The coefficient test of determinations indicates that there is a rather close relationship between the location factors, the quality of the product and the quality of the service to consumer satisfaction with the value of R 0.756 (75.6%). By the value of R square it is known that variable location factors, quality of the product and quality of service contribute 57% to purchasing decision variables while the remaining 43% is influenced by other variables not contained in this research.