PENGARUH HARGA, VARIASI PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KOSUMEN JASA WEDDING ORGANIZER (Studi kasus pada Graha Hartika Wedding & Convention Hall Bekasi)

Fisti Ayu, Fatma (2021) PENGARUH HARGA, VARIASI PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KOSUMEN JASA WEDDING ORGANIZER (Studi kasus pada Graha Hartika Wedding & Convention Hall Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh signifikan baik secara parsial atapun simultan antara Harga, Variasi produk, dan Kualitas Pelayanan terhadap kepuasan konsumen Graha Hartika Wedding & Convention Hall di Bekasi Penelitian ini menggunakan jenis penelitian asosiatif . Sampel dari penelitian ini adalah 50 responden yang merupakan pengguna jasa Graha Hartika Wedding & Convention Hall. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner dengan teknik sampling jenuh. Teknik analisis data yang digunakan adalah koefisien determinasi parsial dan simultan, serta pengujian hipotesis dengan bantuan SPSS 25.00 Berdasarkan hasil dan pembahaan menunjukan, secara parsial terapat pengaruh signifikan harga terhadap kepuasan konsumen sebesar 47,7%, secara parsial terdapat pengarruh yang signifikan variasi produk terhadap kepuasan kosumen sebesar 39,1%, secara parsial terdapat pengaruh yang signifikan kualitas pelayanan terhadap kepuasan konsumen sebesar 48,3% , Adapun secara simultan terdapat pengaruh signifikan harga, variasi produk, dan kualitas pelayanan terhdap kepuasan konsumen sebesar 62,6%. Berdasarkan hasil pengujian hipotesis dengan taraf nyata 5% disimpulkan secara parsial harga, variasi produk, dan kualitas pelayanan signifikan terhdap kepuasan konsumen. Hasil pengujian hipotesis secara simultan menyimpulkan harga, variasi prduk dan kualitas pelayanan berpengaruh secara signifikan terhdap kepuasan konsumen Kata kunci : Harga, Variasi Produk, Kualitas Pelayanan, Kepuasan Konsumen This study aims to test whether there is a significant either partially or simultaneously influence between price, Product Variations of costumer satisfaction on the costumers of Graha hartika Wedding & Convention Hall in Bekasi. This research uses associative strategy. The sample this study as many as 50 respondents who are who have us Graha Hartika Wedding & Convention Hall. The method of data collection in this study used a questionnaire with a saturated sampling technique. This research a correlation coefficient & determinations coefficient and hipotesis testing by SPSS 25.00 Based on the results and discussion, it shows that, pasrtially there is a significant effect of price on costumer satisfaction 47,7%, partially there is a significant effect of product variations on costumer satisfaction 39,1%, partially there is a significant effect of service quality on costumer satisfaction 48,3%, Meanwhile simultaneously there is significant effect of price, Product variations, and service quality on constumer satisfaction 62,6%. Based on the result of hypothesis testing with aa real level of 5% it can be concluded that partially price, product variation and service qualityhave a significant effect on costumer satisfaction. The result of hypothesis simultaneously concludes that price, product variation, and service quality have a significant effect on costumer satisfaction. Keywords : Price, Product Variations, Service Quality, Costumer Satisfaction

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSumitro, Sumitro0312045902sumitro@stei.ac.id
Uncontrolled Keywords: Harga, Variasi Produk , Kualitas pelayanan, Kepuasan Konsumen Price, Product Variations, Service Quality, Costumer Satisfaction
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Users 1525 not found.
Date Deposited: 17 Mar 2021 06:12
Last Modified: 17 Mar 2021 06:12
URI: http://repository.stei.ac.id/id/eprint/3963

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