The purpose of this study was to analyze the effect of product diversity, product quality and location partially and simultaneously on customer satisfaction at PT. Rajawali Nusindo Padang Branch. The research method used is quantitative. The sampling technique used is non-probability sampling method with accidental sampling so that from the population a sample of 100 respondents was taken, the data collection method used was observation, questionnaire and literature review. Data analysis techniques used are classical assumptions, multiple linear regression and t test. Based on multiple regression analysis, get Y = 6.029 + 0.238 X1 + 0.171 X2 + 0.334 X2 + e. From the t-test, it was found that the product's threat variable had a positive and significant effect on customer satisfaction at PT. Rajawali Nusindo Padang Branch. Product quality variables have a positive and significant effect on customer satisfaction at PT. Rajawali Nusindo Padang Branch. Location variables have a positive and significant effect on customer satisfaction at PT. Rajawali Nusindo Padang Branch. It is expected that the results of this study can be used as a reference for further researchers to increase the number of respondents to be used, and carried out with a longer time span, besides using variables that are more suitable to increase customer satisfaction.
PENGARUH KERAGAMAN PRODUK, KUALITAS PRODUK, DAN LOKASI PENJUALAN TERHADAP KEPUASAN CUSTOMER PADA PT. RAJAWALI NUSINDO CABANG PADANG