PENGARUH HARGA, KUALITAS PELAYANAN DAN KERAGAMAN PRODUK TERHADAP KEPUASAN KONSUMEN DI MEBEL HADI KARYA

This study aims to determine the effect partially or simultaneously on Price, Service Quality and Product Diversity on consumer satisfaction at Hadi Karya Furniture. The population is UD consumers. Hadi Karya Furniture. The sampling technique used purposive sampling that is equal to 100 respondents. Data was taken using a questionnaire instrument. Testing the analysis of data quality using validity and reliability tests. The data analysis method used is multiple linear regression. Testing the hypothesis using partial regression coefficient test (t test), simultaneous significance test, and the coefficient of determination. The results of this study indicate that (1) Price has a positive and significant effect on consumer satisfaction atcHadi Karya furniture; (2) Service Quality hasca positive andcsignificant effect oncConsumer Satisfaction at Hadi Karya Furniture; (3) Product Diversity has a positive and significant effect on Consumer Satisfaction in Hadi Karya Furniture; (4) Price, Service Quality and Product Diversity have a positive and significant effect on Consumer Satisfaction in Hadi Karya Furniture. Based on the results of the cR2 test, the ability of the regression model to explain the dependent variable is included in the strong category.