THE EFFECT OF LOCATION, SERVICE QUALITY, PRODUCT QUALITY, AND PRODUCT DIVERSITY ON CONSUMER SATISFACTION

Abstract

At this time, it is very important for companies to be able to compete in terms of product sales with good service support. Companies really need to move quickly to achieve success in the competition and develop the business that is being undertaken. The market is so fiercely competitive that companies must try to get buyers who are promising for the company's future by providing satisfaction to consumers.  This researcher wants to know the location, service quality, product quality, product diversity partially, simultaneously and dominantly on consumer satisfaction Honda Eka prima motor, this study was conducted to examine the effect of location, service quality, product quality, product diversity, on consumer satisfaction Honda Eka prima motor. The sample used in this study amounted to 122 respondents. The sampling method using purposive sampling. The data analysis method used is quantitative analysis using validity and reliability tests, classical assumption test, F test, coefficient of determination, t test and multiple regression analysis. Simultaneous effect using the F test shows that the location variable, service quality, product quality, and product diversity on consumer satisfaction. The partial effect using the t test shows that the location variable partially has a significant effect on the consumer satisfaction variable. The service quality variable partially has a significant effect on the consumer satisfaction variable. Product quality variable partially has a significant effect on consumer satisfaction variable. Product diversity variable partially has a significant effect on consumer satisfaction variable. The dominant influence by using the comparison of beta values shows that the product diversity variable is the independent variable that dominantly affects the dependent variable, namely consumer satisfaction.