Analisis Faktor-Faktor Yang Mempengaruhi Kepuasan Konsumen Sakhi’s Coffee & Resto Di Kota Medan

Abstract

This study aims to analyze the factors that affect the consumer satisfaction of Sakhi's Coffee Resto. The sample in this study were 100 people Sakhi's Coffee Resto consumers. The analytical technique used in this study is descriptive analysis and multiple linear regression test. The results of this study indicate that the product quality variable partially has a positive and significant effect on Sakhi' Coffee Resto consumer satisfaction, the service quality variable partially has a positive and significant effect on customer satisfaction. Sakhi' Coffee Resto consumer satisfaction, the price variable partially has a positive and significant effect on Sakhi' Coffee Resto consumer satisfaction. The Adjusted R Square value obtained is 0.363 this figure shows that it is 36.3%. Consumer satisfaction (the dependent variable) can be explained by the variables of product quality, service quality and price. The remaining 63.7% is influenced by other factors not described in this study.