PENGARUH PRODUK DAN SAPTA PESONA TERHADAP KEPUASAN PENGUNJUNG DI KAWASAN KOTA TUA JAKARTA

Abstract

The purpose of this research is to know the influence of product and Sapta Pesona (“seven
charming points”) on visitor satisfaction both partially or simultaneously at Kawasan Kota Tua of
Jakarta. The sample used in this research are visitors of Kawasan Kota Tua of Jakarta amounting 100
respondens using accidental sampling technique. The analysis used for this research is multiple linear
regression, validity test, reliability test, classical assumption test (normality, heteroscedasticity,
multicolinearity, linearity tests) including F and t tests, correlation coefficient and coefficient of
determination (R2). From this analysis we can see that product and the Sapta Pesona (“seven
charming points”) influence the customer satisfaction both partially and simultaneously.