The Influence of Price, Facilities, Service, and Location on Customer Satisfaction at Kairo Restaurant in Martapura, Banjar Regency, South Kalimantan

Abstract

The purpose of this study was to determine the effect of Price, Facilities, Service, and Location simultaneously or partially on Customer Satisfaction at Kairo Restaurant in Martapura, Banjar Regency, South Kalimantan. This study uses a quantitative approach with explanatory research, the type of data used in this research is quantitative data. The population in this study were customers of Kairo Restaurant who have made purchases more than 3 times, resulting in a total of 310 customers over 10 days. To determine the causal relationship between the variables of Price, Facilities, Service, and Location on Customer Satisfaction using multiple linear regression tests. The results of the study show that: 1) Simultaneously there is a significant influence between Price, Facilities, Service, and Location on the Customer Satisfaction, 2) Partially, Price, Facilities, Service, and Location on the Customer Satisfaction have significant effect on the Customer Satisfaction, 3). Service is the dominant variable that significantly influences Customer Satisfaction.