ANALISIS PENGARUH HARGA DAN LOKASI TERHADAP KEPUASAN KONSUMEN DALAM BERBELANJA (Studi Kasus pada Pelanggan Gelael Supermarket Ciputra Semarang)

Abstract

Retail business (supermarkets) as developed in recent years. Phenomenon are causes similar companies compete to attract and retain customers with gave more better service than past to customers. Customer satisfaction can be reasonable price suitable targeted segments, and a strategic location that the company provides to customers. Specifically, this study discusses about customer satisfaction Gelael Supermarket Ciputra Semarang. As for the problem in this research is " The factors that affect customer satisfaction Gelael Supermarket Ciputra Semarang". This study tested two independent variables, that variabels are price and location that can affect customer satisfaction. The purpose of this study is to determine the effect the two independent variables to customer satisfaction. This research was conducted by questionnaire to 125 people of Gelael Supermarket Ciputra Semarang customers who obtained using accidental sampling technique. Then analyze the data obtained in the form of quantitative and qualitative analysis. Quantitative analysis include validity and reliability test, the classic assumption test, multiple regression analysis, Goodness of Fit test through regression coefficient (R2), F test and t test. Qualitative analysis is the interpretation of data obtained in this study, and the data processing that have been carried out with a description and explanation. The results showed that all independent variables are tested has a positive and significant impact on customer satisfaction through the F test and t test, whereas the figures Adjusted R Square of 0.338 showed 33,8% variation of customer satisfaction Gelael Supermarket Ciputra Semarang, which can be explained by the two variables independent, where the remaining 66,2% is explained by other factors outside this study