PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN KEBAB KINGABI

Abstract

The current development and the enhancement of standard of living influence their consumption patterns and the way they fulfill their needs. This impact influences the development in franchise business so that the customers are encountered with various alternatives in selecting the franchise that in accordance with their interests and needs.This research is meant to study the influence of price, product quality and service quality to the customer satisfaction at Kebab King Abi Surabaya. The analysis technique has been done by using multiple linear regressions analysis, the population is all customers who have ever come and purchased the product that has been offered by Kebab King Abi Surabaya. The sample collection technique has been done by using incidental sampling and 100 people have been selected as samples. Based on the result of research, it shows that price, product quality and service quality have significant and positive influence to the customer satisfaction at Kebab King Abi Surabaya. In this research, product quality has dominant influence to the customer satisfaction. Keywords:Price, Product Quality, Service Quality, Customer Satisfaction.

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