Analisis Faktor-Faktor yang Mempengaruhi Kepuasan Pelanggan pada Warung Nasi Kedai Kita

Abstract

Enterprises culinary field is a promising business opportunity. The amount of population and high population growth is a big market share for this business because every resident is conducting consumer consumption. The number of fast food culinary businesses serving various types of food indicates the number of alternatives that can be chosen by the public. Kedai Kita Cook Shop is a form of small businesses with their own capital in the field of culinary since early 2010. The business is run by Ibu nurmawan br. simanjuntak residing at the location also sell on gg. Kamboja 59 Padang Bulan. So as to be able to survive and compete this business needs to be developed. The purpose of this study is to investigate and analyze how much influence product, price, and service factors to the level of consumer satisfaction Kedai Kita Cook Shop and to find out the most dominant factor affecting consumer satisfaction in Kedai Kita Cook Shop. Form of research is quantitative by using primary data. This study used a sample of 70 respondents in the study and the research method used is multiple regression analysis along with the classic assumption test first, then calculate the coefficient of determination, F test and t test with data collection techniques through questionnaires. In this research, the sampling technique is not done because of a population of under 100 people then all taken to be sampled. The results of this study indicate that in Kedai Kita Cook Shop product, price and service factors affects the consumer satisfaction, and the most dominant is product factor with the value of t is 6.467 and with the level of significance 0.000.