ABSTRACT

Nova Nia Putri (2021). The Influence of Product Quality, Service Quality, Price andLocation Against Customer Satisfaction. Advisor:Akhmad Supriyanto

            This research was conducted to, influence the influence of product quality on customer satisfaction, analyze the effect of service quality on customer satisfaction, analyze the effect on customer satisfaction,analyze the effect of location on customer satisfaction at Martabak Rizki in Banjarmasin.

            Respondents of this study were 50 Martabak Rizki customers in Banjarmasin who could be used in data management. The data were processed using multiple regression analysis and Moderated Regression Analysis (MRA) mediated regression analysis.The results of this study prove that the quality of the product has an effect on customer satisfaction at Martabak Rizki in Banjarmasin. Service Quality influence on Customer Satisfaction Martabak Rizki in Banjarmasin is rejected. Price influence on Customer Satisfaction Martabak Rizki in Banjarmasin is accepted. Location of influence on Customer Satisfaction Martabak Rizki in Banjarmasin is accepted.

Keywords: Product Quality, Service Quality, Price, Location, Customer Satisfaction