| dc.description.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. | en_US |
