Analisis Kualitas Pelayanan, Harga Dan Lokasi Terhadap Kepuasan Konsumen Pada Kedai Agri Cafee & Resto Di Pekanbaru

ABSTRACT The purpose of this study was to analyze the effect of service quality, price and location on customer satisfaction at agri cafee & resto in Pekanbaru. Samples were taken with non-probability sampling techniques, in this case the selected respondents were respondents who visited as consumers in agri cafee & restaurant as many as 70 respondents. Based on the results of research into the analysis of service quality, price and location an effect of 32.1% on consumer satisfaction in agri cafee & restaurant. Partial test results show that service quality can increase customer satisfaction by 0.223, prices can increase customer satisfaction by 0.376 and location can increase customer satisfaction by 0.339. The results of this study provide advice to the agri cafee & restaurant to improve the quality of service in the aspect of responsibility, because based on the analysis there are still respondents who are less satisfied in the initiative in serving customers. Keywords: Service Quality, Price, Location and Consumer Satisfactio