PENGARUH HARGA DAN LOKASI TERHADAP KEPUASAN KONSUMEN DI KEDAI LALIE DJIWO PRIGEN PASURUAN

This research aims to determine the effect of price and location on consumer satisfaction at Kedai Lalie Djiwo. This study is included in quantitative explanatory research with a quantitative approach. The population in this study were consumers at Kedai Lalie Djiwo with a sample size of 100 respondents. The data collection method was carried out by distributing questionnaires. The data analysis method used multiple linear regession assisted by SPSS 26 software. The results of this study indicate that: (1) Price has a significant effect on consumer satisfaction at Kedai Lalie Djiwo Prigen. (2) Location has a significant effect on consumer satisfaction at Kedai Lalie Djiwo Prigen. (3) Price and location have a significant effect together on consumer satisfaction at Kedai Lalie Djiwo Prigen.