The Influence of Service Quality and Price and Location on Consumer Satisfaction at Legian Jember Restaurant

Abstract

This study aims to examine and analyze the effects of (a) service quality; (b) price; (c) location. Quantitative research approach. This type of research is explanatory research. This study uses primary data of distributing questionnaires online. for the last 1 month period with a purposive sampling with the criteria of respondents being at least 19 years old and consumers who visit and make purchases at Legian Resto so that a total sample of 114 observation for last 1 month period. The research model multiple linear regression analysis using SPSS analyzed. The results of the study found that (a) service quality has a significant effect positive on customer satisfaction (b) price has a significant and positive effect on customer satisfaction ; (c) location has a significant and positive effect on customer satisfaction. LegianJember Restaurant better keeps it up to service quality design indicators of the dining room and small space should be kept clean and must be selective in choosing the quality of food ingredients. Price compatibility should be in accordance with the quality of the product. The location should pay more attention to the traffic around the restaurant. Future research needs to add customer loyalty variables.