Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Harga Terhadap Kepuasan Konsumen Dalam Pembelian Oleh-Oleh Di Mega Rasa Pekanbaru

The purpose of this research is to analyse the effect of product quality, service quality, price on consumer satisfaction in the purchase of souvenirs in Mega Rasa Pekanbaru. The data analysis in this study is a test of validity and reliability, and multiple linier regression analysis. This research was assisted by the SPSS version 23.0 program. Sampling in this study amounted to 100 respondents using non-probability sampling and using using purposive sampling based on sampling techniques with certain considerations. The sample taken is the consumers of Mega Rasa Pekanbaru who have shopped more the once and who often shop for souvenirs at Mega Rasa Pekanbaru. The results of this study partial and simultaneous show that Prouct Quality (X1), Sevice Quality (X2), Price (X3), and Consumer Satisfaction (Y) have a positive and significant effect on consumer satisfaction at Mega Rasa Pekanbaru. The results in this study indicate that consumer satisfaction in Mega Rasa Pekanbaru is maximal or satisfied