PENGARUH KERAGAMAN PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DI PB SWALAYAN METRO

Abstract

Consumer satisfaction is one key to the success of a business, this is because by satisfying the consumer, then the organization or company can increase its profits and be able to seize a much wider market share. In a customer-oriented modern organization, the consumer is the most important person in the company. A consumer is not dependent on a company, but a consumer-dependent company, one of the sources of customer satisfaction is the diversity of products and the quality of service that accompanies it. This study aims to  determine  how  big  the  Effect  of  Product  Diversity  and  Service  Quality  Against Consumer Satisfaction in PB  Supermarkets Metro. This research type is  Quantitative research. Data analysis  technique used in  this  research is  multiple linear  regression analysis. The sampling technique used in this research is non probability sampling with purposive sampling method. Based on the technique, the number of samples is 96 respondents with 1 year research period is 2016. The result shows that product diversity has t value (4,195) bigger than t table value (1,661) so it can be concluded that product diversity influence to satisfaction consumer and service quality have t value (2,404) bigger than t table (1,661) so it can be concluded that service quality influence to consumer satisfaction. The diversity of  products and service quality influence simultaneously to customer satisfaction is evidenced by the value of F arithmetic of 19.709 with F table of

3.09.