PENGARUH DIFERENSIASI PRODUK TERHADAP KEPUASAN KONSUMEN PADA JASUKE CIKARASA LANGSA

Abstract

This study aims to determine the effect of product differentiation on consumer satisfaction on Jasuke Cikarasa Langsa, and how much infl uence the product differentiation on customer satisfaction on Jasuke Cikarasa Langsa. The method used is a quantitative method. The population in this study were all consumers who bought Jasuke Cikarasa Langsa. Implemented by distributing questionnaires to 96 respondents. Data analysis techniques in this study used simple linear regression by looking at the coeffi cient of determination, correlation coefficient and F test. The results showed that there was a signifi cant infl uence between product differentiation variables and customer satisfaction. From the calculation of the F test it is known that the F count = 82.088 with a signifi cance level of 0.000 <0.05. Product differentiation has a coefficient of determination of 0.466. It can be concluded that the product differentiation variable infl uences consumer satisfaction on Jassuke Cikarasa Langsa.