Pengaruh Keragaman Produk, Harga, Dan lokasi Terhadap Kepuasan Konsumen (Studi Pada Konsumen Toko Madura)

Abstract

This Madura Shop is a retail shop that has been operating for a long time. The Madura Shop was founded and run privately. The existence of the Madura Shop reflects the dynamics of the local economy, where people can easily fulfill their daily needs. The aim of this research is to determine the influence of product diversity, price and location on consumer satisfaction (study of consumers at the Madura Ranu Klakah Lumajang Shop). This research uses quantitative research methodology. The population is infinite and the sample is 80 respondents. Purposive Sampling was used as a sampling strategy. A multiple regression analysis approach was used in this research to test the hypothesis. After partial testing, the following results were found: 1) product diversity has no effect on consumer satisfaction at the Madura Ranu Klakah Store. 2) price influences consumer satisfaction at the Madura Ranu Klakah Store. 3) location has no effect on consumer satisfaction at the Madura Ranu Klakah Store. 4) The coefficient of determination (R2) obtained was 0.537 or 53.7% of consumer satisfaction which could be explained by the variables product diversity, price and location.