The Role Of Taste And Facilities In Building Customer Satisfaction
Keywords:
Taste, Facility, Consumer SatisfactionAbstract
This research aims to determine the influence of taste and facilities partially and simultaneously influence on consumer satisfaction at the Gacoan Noodle Business in Probolinggo City. The population of this research is consumers who have purchased Gacoan Noodles in Probolinggo City. The data collection technique uses a questionnaire. Apart from that, this research used a sample of 100 people with a sampling method, namely purposive sampling. This type of research is causal associative. Data processing in this research uses SPSS 23 version. Data analysis methods include validity and reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination, and hypothesis testing. The results of this research shows that taste (X1) has a positive and significant effect on consumer satisfaction (Y) with a t-test value of 3.253 and is at a significance of 0.002 as well as a regression test result of 0.360 and facilities (X2) has a significant positive effect on consumer satisfaction (Y) with a t-test value with a t test value of 5.727 and at a significance of 0.000 and a regression test result of 0.297. The results of statistical analysis obtained an Fcount value of 47.123 > 3.09 and
a significance value of 0.000 < 0.05. So there is a joint influence of the taste (X1) and facility variables (X2) on consumer satisfaction of the Gacoan Noodle Business in Probolinggo City.
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