PENGARUH KUALITAS PRODUK, HARGA DAN SALURAN DISTRIBUSI TERHADAP KEPUASAN PELANGGAN TAHU POO

Abstract

This research aims to: (1) Knowing the influence of product quality, price and distribution channels partially on customer satisfaction to know Poo Bah Kacung Kota Kediri; (2) Knowing the influence of product quality, price and distribution channels simultaneously on customer satisfaction know Poo Bah Kacung Kota Kediri; (3) Knowing the most dominant variables between product quality, price and distribution channels that influence customer satisfaction know Poo Bah Kacung Kota Kediri. The population customers add up to 53 customers at tofu Poo Bah Kacung Kota Kediri, with technique non-probability sampling, namely purposive sampling (sample criteria). The type of research used in this study is quantitative research with a causal relationship (canonical). The results of the study proves that all independent variables X1, X2, X3 partial influence on Y. Hypothesis test results F count proved that product quality, price and distribution channels simultaneously influence customer satisfaction. Dominant test results show the Price variable (X2) has a t value greater than the Product Quality variable (X1) and the Distribution Channel variable (X3).