PENGARUH KELENGKAPAN PRODUK, PERSEPSI HARGA DAN LOKASI TERHADAP KEPUASAN KONSUMEN PADA TOSERBA DM BARU 1 PLERET BANTUL YOGYAKARTA

Abstract

This study aims to analyze the effect of product completeness, the influence of price perceptions and location towards customer satisfaction in Toserba DM Baru 1 Pleret Bantul Yogyakarta. The population in this study were all consumers who have visited and bought in Toserba DM Baru 1 with samples of 100 respondents. The research is a quantitative reasearch by using questionnaire method, while the data analysis technique using multiple regression analysis supported by T test and F test and classical assumption test consist of multikolinaritas test, heterokolinearity test and normality test. The result of research with significance level α = 5% or 0.05 shows that product completeness has positive and significant effect to consumer satisfaction (0.000 <0.05) Price perception have positive and significant effect to consumer satisfaction (0.042 <0.05) and location has no positive and significant effect to Customer satisfaction (0.662> 0.05). Simultaneously variable of product completeness, perception of price and location have positive and significant effect to consumer satisfaction (0.000 <0.05) at Toserba DM Baru 1 Pleret Bantul Yogyakarta.