Pengaruh Lokasi Usaha, Kualitas Layanan, dan Harga terhadap Kepuasan Konsumen pada UMKM Sentra Produksi Kerupuk Ikan di Desa Srowo Kecamatan Sidayu Gresik

Ibrahim Azmi; Mitha Otik Wiraswati

doi:10.62951/prosemnasieda.v3i2.288

Authors

Ibrahim Azmi Universitas Maarif Hasyim Latif
Mitha Otik Wiraswati Universitas Maarif Hasyim Latif

DOI:

https://doi.org/10.62951/prosemnasieda.v3i2.288

Keywords:

Business Location, Customer Satisfaction, Price, Service Quality, SMEs

Abstract

This study aims to analyze the influence of business location, service quality, and price on customer satisfaction at the Fish Crackers Production Center SMEs in Srowo Village, Sidayu District, Gresik Regency. This study employed a quantitative approach using a survey method. The data were analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination. The results show that business location has a positive and significant effect on customer satisfaction, with a regression coefficient of 0.259, a t-value of 4.100, and a significance value of < 0.001. Service quality also has a positive and significant effect, with a regression coefficient of 0.550, a t-value of 8.283, and a significance value of < 0.001. Price has a positive and significant effect, with a regression coefficient of 0.165, a t-value of 2.245, and a significance value of 0.027. Simultaneously, business location, service quality, and price significantly affect customer satisfaction, with an F-value of 131.718 and a significance value of < 0.001. The R² value of 0.773 indicates that 77.3% of customer satisfaction is explained by the three independent variables, while 22.7% is explained by other factors. Service quality represents the variable with the highest regression coefficient.

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