Pengaruh Kualitas Produk, Kualitas Layanan, Lokasi Dan Kepercayaan Terhadap Kepuasan Pelanggan (Study kasus pada pelanggan Sarijan Café)

AbstractThis study aims to examine the effect of product quality, service quality, trustworthiness and location on customer satisfaction at Sarijan Café customers. The population in this study are all Sarijan Café customers which are accumulated in a month as many as 2400 customers. The sampling technique used purposive sampling method with a total sample of 96 respondents. The analytical method used is multiple linear regression analysis with IBM SPSS 25 (Statistical Product and Service Solutions) application tools. Based on the test using the Simultaneous F test analysis, the results showed that there was a significant effect between the X variables (product quality, service quality, trust and location) simultaneously on the Y variable (customer satisfaction) on Sarijan Café customers, and the partial t test analysis of the results showed that the product quality variable has a positive and significant effect on customer satisfaction Sarijan Café with a significance value of 0.000 <0.05, service quality has a positive and significant effect on customer satisfaction Sarijan Café with a significance value of 0.024 <0.05, trust has a positive and significant effect on customer satisfaction Sarijan Café with a significance value of 0.000 < 0.05, location has a negative and insignificant effect on Sarijan Café's customer satisfaction with a significance value of 0.703 < 0.05. Keywords: Product Quality, Service Quality, Trust, Location, Customer Satisfactio