THE INFLUENCE OF SERVICE, LOCATION, AND PRODUCTS ON VISITOR SATISFACTION IN PURCHASING PRODUCTS AT ACE HARDWARE JALAN GATOT SUBROTO MEDAN PENGARUH PELAYANAN, LOKASI, DAN PRODUK TERHADAP KEPUASAN PENGUNJUNG DALAM PEMBELIAN PRODUK DI ACE HARDWARE JALAN GATOT SUBROTO MEDAN Section Articles

Abstract

Companies that prioritize good service quality will have an impact on customer satisfaction. Service quality is an effort to create comfort for consumers so that consumers feel they have more value than expected. The purpose of this research is to find out the partial or joint effect of service quality, product and location on visitor satisfaction in purchasing products at Ace Hardware Jalan Gatot Subroto Medan. This research was conducted with a quantitative method where in obtaining the data, data was collected to the area or point of study of the problem. The results of the research are service variables with a regression coefficient of 0.465, then the thit value is 4.340 with ttable 1.988., on this basis it is explained that service has a significant effect on visitor satisfaction in purchasing products at Ace Hardware Jalan Gatot Subroto Medan. The location variable with a regression coefficient of 0.328, then obtained a thit value of 2.282 with a t-table of 1.988. on this basis it is explained that discipline has a significant effect on visitor satisfaction in purchasing products at Ace Hardware Jalan Gatot Subroto Medan. The product variable with a regression coefficient of 0.613, then obtained a thit value of 0.7405 with a t-table of 1.988. on this basis it is explained that the product has a significant effect on visitor satisfaction in purchasing products at Ace Hardware Jalan Gatot Subroto Medan. Simultaneous F test, obtained Fcount = 46,840 with a significance level of 0.000. While the value of Ftable = 2.71. The value of Fcount > Ftable (46.840 > 2.71) and the level of significance (0.000 < 0.05) with the hypothesis H0 is rejected and Ha is accepted so that it can be concluded that Service, Location, and Product have a simultaneous influence on Visitor Satisfaction in Purchasing Products at Ace Hardware Jalan Gatot Subroto Medan.