Annisa Dian Puspitaningrum, 7101416313 (2020) PENGARUH HARGA PRODUK, KUALITAS PRODUK DAN LOKASI PENJUALAN TERHADAP KEPUASAN KONSUMEN PADA LUMPIA GANG LOMBOK SEMARANG. Under Graduates thesis, Universitas Negeri Semarang.

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Abstract

Puspitaningrum , Annisa Dian 2020. The Effect of Product Price, Product Quality, and Sales Location on Consumer Satisfaction on Lumpia in Gang Lombok Semarang. Final Project. Department of Economic Education. Faculty of Economics. State University of Semarang. Advisor: Indri Murniawaty, S.Pd., M.Pd Keywords: Product Price, Product Quality, Sales Location, and Consumer Satisfaction. Consumer Satisfaction is post-purchase evaluation in which the alternative chosen at least provides the same outcome or beyond consumer expectation. With consumer satisfaction, then consumer needs, desire, and expectation can be fullfilled through the product consumed. This research aimed to find out the effect of product price, product quality, and sales location on consumer satisfaction on Lumpia in Gang Lombok Semarang. The population in this study were all of the consumers of Lumpia in Gang Lombok Semarang. The number of samples was 100 respondents with the determination technique accidentally. This research used quantitative approach in which the data collection method used was questionnaires and obsevations. The data analysis method was descriptive analysis and multiple regression analysis using 18th version of SPSS program. The result of the study showed that variables of product price, product quality, and sales location simultaneuosly affected consumer satisfaction by 45,6%. While partially, the product quality had the greatest influence on consumer satisfaction by 37,20%, the price of the product had the effect of 27,10%, and the sales location influenced consumer satisfaction by 36,0% From the result of the study, it can be concluded that product price, product quality, and sales location could increase consumer satisfaction on lumpia business in Gang Lombok Semarang. The suggestions that the writer gives to the lumpia businesses are to do segmentation and to adjust product, price, and sales location strategy to suit the target segment. The suggestion given to further researchers is to do researches on consumer satisfaction by using other variables that have not been

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