ALDI, FIRMANSYAH ANALISIS PENGARUH HARGA, KUALITAS PRODUK, FASILITAS, PROMOSI DAN LOKASI TERHADAP KEPUASAN PELANGGAN PADA DIDO’S CHICKEN DI KABUPATEN BONDOWOSO. ANALISIS PENGARUH HARGA, KUALITAS PRODUK, FASILITAS, PROMOSI DAN LOKASI TERHADAP KEPUASAN PELANGGAN PADA DIDO’S CHICKEN DI KABUPATEN BONDOWOSO. pp. 1-11.
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Abstract
ABSTRACT This study aims to analyze the influence of price, product quality, facilities, promotion, and location on customer satisfaction at Dido’s Chicken in Wringin District, Bondowoso Regency. A quantitative approach was employed using a survey method through questionnaires distributed to 60 respondents who are regular customers of Dido’s Chicken. Data were analyzed using multiple linear regression to determine both partial and simultaneous effects of the independent variables on customer satisfaction. The results show that all variables—price, product quality, facilities, promotion, and location—have a significant simultaneous effect on customer satisfaction. Partially, several variables also demonstrate significant influence. These findings provide valuable insights for managing marketing strategies in small culinary businesses (SMEs) to enhance customer satisfaction and loyalty. Moreover, the study offers practical recommendations for Dido’s Chicken to focus on competitive pricing, consistent product quality, comfortable facilities, effective promotional strategies, and strategic location choices. Keywords: customer satisfaction, UMKM, and marketing.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | KARIM BUDIONO |
| Date Deposited: | 19 Jan 2026 04:45 |
| Last Modified: | 19 Jan 2026 04:45 |
| URI: | http://repo.itsm.ac.id/id/eprint/1594 |
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