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Pengaruh Kualitas Pelayanan, Keragaman Produk dan Lokasi Terhadap Kepuasan Pelanggan (Studi Kasus Pada Pelanggan Stove Syndicate Cafe di Semarang)

*Loredah Paulina Nainggolan  -  , Indonesia
Ari Pradhanawati  -  , Indonesia

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Abstract
Along with the growth in the culinary business in Semarang, leading to higher level
competition faced by Stove Syndicate Cafe Semarang. The decline in sales and number of visitors in
Stove Syndicate Cafe Semarang indicate less than optimal customer satisfaction. This study aimed to
determine the effect of service quality, product diversity, and location take effect customer satisfaction
Stove Syndicate Cafe Semarang.
This type of research is explanatory research design to data collection tool is questionnaire.
This study used 100 respondents, consumer Stove Syndicate Cafe Semarang which has been a
purchase more than second times . The sampling technique of this research is non probability
sampling with accidental sampling approach. Test equipment instruments used are validity and
reliability testing. Analysis of the data used is the correlation coefficient, determination coefficient,
simple linear regression, t test, multiple linear regression, and F test.
Based on the results of analysis show that in partial quality of service contributed influence
on customer satisfaction by 57,2%, the variable product diversity contributed influence on customer
satisfaction by .52,5% and location variables contributing influence on customer satisfaction by
51.1%. Simultaneously, quality of service, product diversity and location of contributing influence on
customer satisfaction by 71.1%.
The conclusion of this study indicate quality of service, product diversity, and location
partially and simultaneously influence customer satisfaction Trans Stove Syndicate Cafe Semarang.
Based on these results, the manager Stove Syndicate Cafe Semarang should be able to improve and
continue to develop the quality of service to match the benefits of consumers, the diversity of existing
products as well as continue to consistently innovate and improve the facilities associated with the
location to be able to improve customer satisfaction stove Syndicate Cafe Semarang.
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Keywords: Service Quality, Product Diversity, Location, Customer Satisfaction

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