PENGARUH KUALITAS PRODUK, LOKASI, DAN HARGA TERHADAP PENJUALAN PADA WARUNG MAKAN MIE AYAM CIREBON KOTA SAMARINDA

Abstract

This study aims to determine and analyze (1) the effect of product quality on sales at Cirebon Chicken Noodle Restaurant in Samarinda City, (2) the effect of location on sales at Cirebon Chicken Noodle Restaurant in Samarinda City, (3) the effect of price on sales at Cirebon Chicken Noodle Restaurant in Samarinda City, (4) the effect of product quality, location, and price on sales at Cirebon Chicken Noodle Restaurant in Samarinda City. The theoretical basis in this study includes product quality, location and price on sales.

         The method used in this study was to distribute questionnaires using google form with a total of 120 respondents, which were measured using the Likert scale method with the object of research of people living in Samarinda who had made purchases at the Cirebon Chicken Noodle Restaurant in Samarinda more than once. The data analysis technique used is multiple linear regression analysis with the use of the SPSS version 25 statistical program.

          The results of data analysis in this study, it can be concluded that (1) Product Quality Variables have a positive and significant effect on Sales at Cirebon chicken noodle food stalls in Samarinda, with a significance value of 0.000 <0.05. (2) The Location variable has a positive and significant effect on sales at the Cirebon chicken noodle shop in Samarinda, with a significance value of 0.001 <0.05. (3) The Price variable has a positive and significant effect on sales at the Cirebon chicken noodle food stall in Samarinda, with a significance value of 0.000 <0.05, (4) Product quality, location, and price variables simultaneously affect sales at the Cirebon chicken noodle food stall in Samarinda City with a presentation of 70.6%, while the remaining 29.4% is influenced by other variables.