ANALISIS KEPUASAN PELANGGAN PADA RUMAH MAKAN SOP PAK DARSO - CIKARANG

Abstract

This study was conducted to determine the factors that influence purchasing decisions, namely, product, price, location, promotion in deciding on purchasing snacks in Cikarang. The data collection research method used is a quantitative method using a questionnaire, with a sample size of 100 people using the purposive method, and the sampling method used by chance as a sample. Based on the results of this study using classic assumptions analysis, hypothesis, and multiple linear regression as follows: Y = 0.117 X1 + 0.101 X2 + 0.011 X3 + 0.649 X4,. Based on the analysis of statistical data, the indicators in this study are valid and reliable. The most influential variables are promotional variables with a regression coefficient of 0.649, while the smallest variable that does not affect is the location variable with a regression coefficient of 0.011.