“ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUASAN KONSUMEN (Studi Kasus Pada Konsumen KOPIKITA Semarang).”

Abstract

This study aims to determine how big the influence of product quality, service quality, and
location to consumer satisfaction on KOPIKITA. The problem that facing by KOPIKITA is
consumer’s satisfaction which decreasing, as seen from a lot of complain received from customer.
And this research also aims to analyze the most dominant factors that influence on consumer
satisfaction of KOPIKITA.
Population of this research are consumers of KOPIKITA. Samples were taken of 100
respondents by using non-probability sampling technique with purposive sampling approach. Data
was collected by using a survery method through quetionnaires which were filled out by
consumers. Then, the obtained data were analyzed using multiple regression analysis. This
analysis includes: validity test,reliability test, classic assumption test, multiple regression analysis,
hypothesis testing through the t test and F test, and coefficient of determination analysis (R²).
From the analysis result, the indicators in this study are valid and reliables. The most
dominant factor that influence on consumer satisfaction is product quality follow the service
quality, and the last is location. Then though the F Test can be seen that the independent variables
feasible to test the dependent variable. The result of Adjusted R Square is 55%, it means that
independent variable can explain about 45% of dependent variable.