ANALISIS PENGARUH HARGA, PRODUK, KEBERSIHAN, DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pada Restoran Mamamia Cabang Mrican Semarang)

Abstract

This research is motivated by the emergence of competition among the restaurants the old and the emergence of many new restaurants that enliven the market competition. Given that food is a staple goods that must be fulfilled people's daily lives must lead to increasing competition among restaurants to be able to attract the attention of consumers to want to use and remain loyal to their restaurants. In particular, this study reviews the efforts made O'Mamamia steak house Steak n Ice Cream to satisfy their customers by optimizing price factor, product, cleanliness and service quality, because the four factors O'Mamamia steak house Steak n Ice Cream try encourage customers to satisfied when eating in a restaurant steak Steak n O'Mamamia Ice Cream. The problem this research is "how much influence the price factor, product, cleanliness, and quality service to customer satisfaction in the restaurant Mamamia Mrican Semarang Branch". The purpose of this study was to analyze the influence of factor prices, products, cleanliness, and quality service to customer satisfaction in the restaurant Mamamia Mrican Semarang Branch. Through the questionnaire method by using accidental sampling of 100 respondents who had visited the restaurant Mamamia Mrican Semarang Branch. While the population of respondents in this study were visitors at the restaurant Mamamia Mrican Hyderabad Branch Where variables Prices, Products, Hygiene, Quality Service, Customer Satisfaction. Hypothesis testing using t test showed that the four independent variables under study is found to significantly affect the dependent variable Customer Satisfaction. Then through the F test can be seen that all the independent variables is feasible to test the variables depanden Customer Satisfaction. Figures Adjusted R Square of 0.500 indicates that 50.0 percent of Customer Satisfaction variation can be explained by four independent variables in the regression equation. The remaining 50 percent is explained by other variables outside of the five variables used in this study. Keywords: pricing, products, cleanliness, service quality, customer satisfaction