PENGARUH HARGA, LOKASI DAN INOVASI PRODUK TERHADAP KEPUASAN KONSUMEN

ANDRIASAN SUDARSO; LILI SURYATI; SHAMIR HASYIM SYARIF; SITI AISAH

ANDRIASAN SUDARSO Universitas IBBI
LILI SURYATI UNIVERSITAS IBBI
SHAMIR HASYIM SYARIF UNIVERSITAS IBBI
SITI AISAH UNIVERSITAS IBBI

Keywords: consumer satisfaction, price, location and product innovation

Abstract

This study was conducted to determine how the influence of Price (X1), Location (X2) and Product Innovation (X3) on
Consumer Satisfaction (Y) at Waroeng Steak and Shake Jalan T. Amir Hamzah Medan. The data is taken directly from the
object of research, namely Waroeng Steak and Shake Jalan T. Amir Hamzah Medan. The data used is data on consumer
visits in 2021. The research was conducted from February to May 2021. The population in this study was 4200 people with a
sample of 98 respondents. This study uses quantitative data that is processed with the SPSS v Application. 17, with multiple
linear regression method. The test results show that simultaneously the variables Price (X1), Location (X2) and Product
Innovation (X3) have a significant effect on Consumer Satisfaction (Y). While partially the Price variable (X1) has a negative
but not significant effect on Consumer Satisfaction (Y), the Location variable (X2) has a significant effect on Consumer
Satisfaction (Y), and the Product Innovation variable (X3) has a significant effect on Consumer Satisfaction (Y). The
contribution of the influence given by the whole variable is 72.5%.

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