ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUASAN PELANGGAN (Studi Kasus Bakso Rosak Desa Silo)

In the current business era, competition in the business world is getting tougher. This increasingly fierce competition requires business people to be able to m aximize the performance of their companies
in order to compete in the market. One business that also feels the current tight competition is the meatball stall rosak Silo. The increasingly fierce competition is marked by the increasing number of
stalls or restaurants that provide many food menus and of course also much in demand by the public, especially meatballs. This study aims to determine the effect of product quality, price and location on
customer satisfaction. The sample used in this study was 110 respondents with the Accidental Sampling method with data collection techniques through the distribution of questionnaires. The analysis used is instrument data analysis (validity test and reliability test), classical assumption test (normality test, multicollinearity test, autocorrelation test, heteroscedasticity test), multiple linear regression analysis, hypothesis testing (t test and F test), and coefficient analysis. multiple determination. The results of multiple linear regression analysis show that product quality (0.084), price (0.001), location (0.368), which means that all product quality, price and location variables have a positive effect on customer satisfaction. Based on the results of the t test, it is known that product quality (0.020), price (0.032), location (0.000) means that partially significant influence on customer satisfaction. So it can be concluded that product quality, price and location have a positive and significant effect on customer
satisfaction.