Pengaruh Kualitas Layanan, Kualitas Produk, Harga, dan Lokasi Terhadap Kepuasan Pembeli di Popeneeya Chicken Express Kartasura

This study aims to analyze the influence of service quality, product quality, price, and location on customer satisfaction at Popeneeye Chicken Express Kartasura, both partially and simultaneously. The study uses a quantitative approach with a survey method. The study population is customers of Popeneeye Chicken Express Kartasura, with a sample of 100 respondents selected using a purposive sampling technique based on the Lemeshow formula. The data collection instrument is a questionnaire with a Likert scale of 1–5. Data analysis was performed using multiple linear regression. The results show that partially, only the location variable has a positive and significant effect on customer satisfaction (t = 5.600; Sig. = 0.000; β = 0.556), making it the dominant variable in the model. Service quality, product quality, and price do not have a significant effect on customer satisfaction partially. Simultaneously, all four variables have a significant effect on customer satisfaction (F = 7.992; Sig. = 0.000) with the ability to explain variations in satisfaction of 22.0% (Adjusted R² = 0.220). This finding implies that accessibility and convenience of location are the main strategic factors that need to be optimized by Popeneeye Chicken Express Kartasura management in an effort to increase consumer satisfaction.