PENGARUH PERCEIVED QUALITY DAN STORE LOCATION TERHADAP CUSTOMER PREFERENCE PADA PELANGGAN TAKOYAQTA DI SURABAYA

Eric Septian Halim(1*),


(1) 
(*) Corresponding Author

Abstract


Bisnis kuliner di Surabaya berkembang pesat sehingga persaingan antar pelaku pasar terhjadi semakin ketat. Produk yang sedang berkembang dan diminati oleh masyarakat adalah takoyaki, dan salah satu pelaku pasar dalam bisnis ini adalah Takoyaqta. Penelitian bertujuan untuk mengetahui pengaruh perceived quality dan store location terhadap customer preference pada pelanggan takoyaqta di Surabaya. Jumlah sampel penelitian sebanyak 100 sampel. Teknik analisis data menggunakan analisis regresi linier berganda. Temuan penelitian ini menunjukkan bahwa perceived quality  memiliki pengaruh positif terhadap customer preference dan store location  juga memiliki pengaruh positif terhadap customer preference. 


Keywords


Perceived Quality, Store Location, Customer Preference, Takoyaki, Takoyaqta

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References


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