Pengaruh Diferensiasi Produk Dan Kualitas Pelayanan Terhadap Tingkat Kepuasan Pelanggan (Studi Kasus Di Restoran Roast Chicken & Pizza Meteran)

Abstract

Product differentiation is an attempt to design a set of distinguishing or physical product attributes to differentiate the company's products with the competing products. Quality of service is a measure of the extent to which a service can be provided to meet customer expectations. Both of these variables significantly affect the level of customer satisfaction. The population used in this study is Roast Chicken & Pizza Meter, a dine-in restaurant during July 2014 - August 2014, amounting to 1,440 customers. The sample chosen for this study was 100 respondents and purposive sampling method is chosen as sampling technique. Data are collected by means of questionnaires. And the analysis techniques used are regression and correlation coefficients. The results of the analysis using SPSS version 20 show that: (1). Product differentiation positively affecting the level of customer satisfaction. Regression coefficients results indicate the quality of service (X₂ = 1.047) became the biggest factors affecting the level of satisfaction of subscribers, while product differentiation (X₁ = 0.992) to the lowest factor affecting customer satisfaction. (2) Correlation and Determination-Test showed that R = 0,998a are positive. This means that any increase in the variable x changes cause an increase in the variable Y. R₂ (R Square) = 0.996 variables X₁ and X₂ affect Y by 99.6% less than 0.4% of the other variables were not examined.