Price, Quality Products, Quality Services and Locations on Customer Satisfaction in Indonesian Culinary
Ravindra Safitra Hidayat1, Ratih Puspitaningtyas Faeni2
1Ravindra Safitra Hidayat, Faculty Economics and Business, Universitas Budi Luhur.
Manuscript received on 07 July 2019 | Revised Manuscript received on 17 August 2019 | Manuscript Published on 27 August 2019 | PP: 849-853 | Volume-8 Issue-2S4 July 2019 | Retrieval Number: B11690782S419/2019©BEIESP | DOI: 10.35940/ijrte.B1169.0782S419
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Food and beverages are a major need for human beings. The development of culinary business makes the competition more and more intense, all efforts strive to attract consumers and retain customers in various ways. Consumers also now have begun carefully in choosing a place to eat, not only the product into consideration but the price, quality of service and location also a consideration of consumers in choosing a place to eat. Therefore, this study was made to determine the effect of price, product quality, service quality and location to customer satisfaction. The population in this study were the visitors at Indonesian Culinary Centers. The sample in this research is 100 respondents taken by simple random sampling technique. The research instrument used as a measuring tool in this study is in the form of questionnaire. Results of respondents on the questionnaire given then processed using Microsoft Excel 2007 software and software SPSS 19. The results of the analysis in this study yields regression equation is Y = – 4.717 + (0.039) X1 + 0.333X2 + 0.368X3 + 0.245X4. Product quality variables, service quality and location partially have a significant influence on customer satisfaction in Indonesian Culinary Centers. Price variables partially have an insignificant effect on customer satisfaction in Indonesian Culinary Centers. Conclusion that can be taken from the research result that is according to the consumer, the three independent variables (Product Quality, Service Quality and Location) are considered important as determinant of consumer satisfaction, while Price variable does not affect customer satisfaction in Indonesian Culinary Centers.
Keywords: Products, Quality Services Software Human.
Scope of the Article: Social Sciences