PENGARUH HARGA, PELAYANAN DAN LOKASI TERHADAP KEPUASAN KONSUMEN PADA PANGKAS RAMBUT BANG ARDHI DI SITUBONDO

Abstract

This research was conducted with the aim of knowing the impact of partially, simultaneously and dominantly variables of Price, Service and Location on the variable of consumer satisfaction at Bang Ardhi Barbershop in Situbondo. The research method uses observation, literature study, and documentation.The result of this reseach is multiple linier regression equation Y = 1.453E-16 – 0,004 X₁ + 0,282 X₂ + 0,351 X₃ + e.. Value of t_count for the variable Price is -0.037. While the value of the 5% distribution t_table is 1.986, then t_count -0.037 > t_table -1.986 means Ho is accepted or Ha is rejected. The value of t_count for the Service variable is 2.750. While the value in the 5% distribution t_table is 1.986, then t_count 2.750 > t_table 1.986 means Ho is rejected or Ha is accepted. The t_count for the Location variable is 3.747. While the value of the 5% distribution t_table is 1.986, then t_count 3.747 > t_table 1.986 means Ho is rejected or Ha is accepted. Comparing the value of F_count > F_table, 8.508 > 2.71, based on statistical testing using the F-test method, where the significant level obtained is 0.000 < 0.05. The dominant test of research is the variable X₃ Location of 3.747 which is greater than the value of the variabel X₁ Price of -0.037 and the variabels X₂ Service of 2,750.