PENGARUH HARGA, CITA RASA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DI ANGKRINGAN ACIL JAKARTA PUSAT

Wahyuningsih, Sri (2023) PENGARUH HARGA, CITA RASA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DI ANGKRINGAN ACIL JAKARTA PUSAT. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

This study aims to determine how much influence price, taste, and service quality have on consumer satisfaction at Angkringan Akil, Central Jakarta. The method used is a data collection method using a questionnaire measured by Likert scale. The sampling method used Nonprobability Sampling technique with purposive sampling technique as many as 110 respondents. The strategy used in this study is a quantitative strategy which is measured by calculating the correlation coefficient (partial) and the data analysis used is descriptive analysis and inferential analysis using Partial Least Square (PLS) analysis through SmartPLS 3.2.9 software which includes testing the outer model, inner model , and test the hypothesis. Based on the results of the analysis calculation, the conclusion is: Price does not have a positive effect on consumer satisfaction. Taste has a positive effect on consumer satisfaction. Service quality has a positive effect on customer satisfaction. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh harga, cita rasa, dan kualitas pelayanan terhadap kepuasan konsumen di Angkringan Acil Jakarta Pusat. Metoda yang digunakan adalah metoda pengumpulan data menggunakan kuesioner yang diukur skala likert. Metoda pengambilan sampel menggunakan teknik Nonprobability Sampling dengan teknik sampling purposive sebanyak 110 responden. Strategi yang digunakan dalam penelitian ini adalah strategi kuantitatif yang diukur dengan perhitungan koefisien korelasi (parsial) serta analisis data yang digunakan adalah analisis deskriptif dan analisis inferensial dengan menggunakan analisis Partial Least Square (PLS) melalui software SmartPLS 3.2.9 yang meliputi uji outer model, inner model, dan uji hipotesis. Berdasarkan hasil perhitungan analisis, kesimpulannya adalah : Harga tidak berpengaruh positif terhadap kepuasan konsumen. Cita rasa berpengaruh positif terhadap kepuasan konsumen. Kualitas pelayanan berpengaruh positif terhadap kepuasan konsumen.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Noersanti, Lina NIDN0311017701 lina_noersanti@stei.ac.id
Uncontrolled Keywords:	Harga, Cita Rasa, Kualitas Pelayanan, dan Kepuasan Konsumen
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	SRI WAHYUNINGSIH
Date Deposited:	08 Sep 2023 01:53
Last Modified:	08 Sep 2023 01:53
URI:	http://repository.stei.ac.id/id/eprint/10819

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