PENGARUH STRATEGI DIFERENSIASI TERHADAP KEPUASAN PELANGGAN PADA RESTORAN PECEL LELE LELA CABANG PADANG

Abstract

Differentiation strategy in this era of globalization has made many companies vying for create new innovations which it is different from the competitors. The sample in this study were aged of 18 years and over, which the respondent were deemed to be able to fill out the questionnaire properly. The customers who consume pecel lele, and have been a customer for more six months. The Totaling of the samples was 80 (eighty) respondents. The sampling technique used purposive sampling. The data used primary data through questionnaires. Data analysis method used multiple linear regression analysis. The Hypothesis testing using statistical tests( t-test) to prove the effect of the independent variable on the dependent variable. The results of this study was found that the product differentiation, differentiation of service and differentiation image significantly and positively effect on costomer satisfaction at restaurant pecel lele lela padang branch.
Keywords: product differentiation, differentiation of service , differentiation image and satisfaction
Pendahuluan
Pada saat sekarang ini persaingan dalam industri semakin ketat. Disamping adanya perluasan pasar bagi banyak perusahaan di dunia, di sisi lain menimbulkan persaingan yang makin ketat di antara berbagai perusahaan. Perkembangan perekonomian di Indonesia sekarang ini ditandai dengan persaingan yang ketat dalam bidang usaha dan bisnis, salah satunya kuliner pecel lele. Saat ini perkembangan bisnis kuliner masakan pecel lele ditanda