PENGARUH RETAILING MIX, KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN YOSSI SWALAYAN DI KOTA PADANG

Abstract

This research is aimed to examine empirically the effect of retailing mix, service quality, product quality and price on costumer satisfaction. The number of sample was used 100 respondents by performing purposive sampling. The technique of data analysis by used multiple linear regresion. It is obtained multiple linear regresion variable independent meaning positife. To determine the contribution of independent variable on the dependent variable, the coefficien of determination is used with the result of 1,8 %, this shows that the influence of retailing mix, service quality, product quality and Price on costumer satisfaction of consumer Yossi Swalayan is in the amuont of 1,8 %, and the rest of 98,2 % is influence by the other variable. To test the hypothesis, the test of t count is used. Hypothesis in this study is accepted that there is an influence between retailing mix, service quality, product quality and price of costumer satisfaction Yossi Swalayan in padang.
Keywords : Retailing mix, Service Quality, Product Quality, Price and Costumer Satisfaction