Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Nilai Pelanggan Terhadap Kepuasan Pelanggan (Studi pada Pelanggan UD Layur Sakti Pantai Baron Gunungkidul)

The purpose of this research is to know (1) the influence of product quality to customer satisfaction, (2) influence of service quality to customer satisfaction, and (3) influence of customer value to customer satisfaction UD Layur Sakti Pantai Baron Gunungkidul.This research uses quantitative research type. The population in this study is all customers UD Layur Sakti. Respondents in this study amounted to 105. This research uses sampling method that is non probability sampling. Data collection method used questionnaire, while data analysis technique using multiple regression analysis supported by coefficient of determination (R2) and partial test (t test) and classical assumption test consist of multicolinearity test, heteroscedasticity test and normality test.The results obtained by regression equation Y = 0,734 + 0,439 X1 + 0,263 X2 + 0,260 X3 + e. Individually show that (1) product quality (X1) have positive and significant effect to customer satisfaction (Y) with t value 5,146> 1,982. (2) Variable of service quality (X2) have positive and significant effect to customer satisfaction (Y) with t value 2,817> 1,982. (3) Variable of customer value (X3) have positive and significant effect to customer satisfaction (Y) with t value 3,923 <1,982. Keywords: Product Quality, Service Quality, Customer Value and Customer Satisfactio