PENGARUH DIVERSIFIKASI PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN (Studi pada pelanggan Kentucky Fried Chicken (KFC) Metropolitan City Pekanbaru)

Abstract

This research aims to find out how the influence of price and product diversification towards customer satisfaction. The sample in this research consist of 100 respondents and used Incidental Sampling technique. The data obtained in this study used the survey method through questionnaire that was filled by the consumer. Data obtained used multiple regression analysis. The results of this research showed that diversification of products and prices have an partial effect towards customer satisfaction at Kentucky Fried Chicken (KFC) Metropolitan City of Pekanbaru. Then simultaneously diversification of products and prices has a positive and significant influence towards customer satisfaction at Kentucky Fried Chicken (KFC) Metropolitan City of Pekanbaru. Keyword: Product Diversification, Price, Customer Satisfaction