PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUASAN KONSUMEN PADA BROWCYL HERTASNING MAKASSAR

Irfiana Sakka. 2023. The Effect of Perceived Price, Product Quality, and Location on Customer Satisfaction at Browcyl Hertasning Makassar, supervised by Un Dini Imran and
Nurkhalik Wahdanial Asbara.
This study aims to determine (1) The effect of price perceptions on consumer satisfaction at Browcyl Hertasning Makassar Stores (2) The effect of product quality on
consumer satisfaction at Browcyl Hertasning Makassar Stores (3) The effect of location on customer satisfaction at Browcyl Hertasning Makassar Stores (4) Perception price, product quality, and location simultaneously influence consumer satisfaction at Browcyl Hertasning Makassar Stores (5) The most influential variable on consumer satisfaction at Browcyl Hertasning Makassar Stores is location variable.
This study uses quantitative data types and multiple linear regression analysis methodsso that research data is obtained from questionnaires distributed online to consumers with a sample of 83 respondents.
Based on the results of the study using the t-test and f test, the results of this study indicate that partially and simultaneously location has a positive and significant influence onconsumer satisfaction, while the perception of price and product quality has no effect on customer satisfaction and the most dominant variable on customer satisfaction is location variable.