Oktavani, Della (2019) PENGARUH HARGA, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN MCDONALD’S. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh langsung harga, kualitas pelayanan dan kualitas produk terhadap kepuasan konsumen McDonalds dan pengaruh positif harga, kualitas pelayanan dan kualitas produk secara bersama-sama terhadap kepuasan konsumen. Strategi penelitian yang digunakan yaitu strategi asosiatif. Populasi pada penelitian ini adalah konsumen McDonald’s Gading Kirana Jakarta. Sampel yang diambil sebanyak 100 responden dengan kriteria yaitu konsumen yang pernah membeli produk paket ayam McDonald’s. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dengan instrumen pengumpulan data berupa kuesioner. Data yang diambil adalah data primer. Penelitian ini menggunakan path analysis dengan metode Partial Least Square yaitu menggunakan warpPLS 6.0. Hasil penelitian menyimpulkan kualitas pelayanan dan kualitas produk berpengaruh positif terhadap kepuasan konsumen. Sedangkan harga tidak berpengaruh terhadap kepuasan konsumen. Kata Kunci: Harga, Kualitas Pelayanan, Kualitas Produk, Kepuasan Konsumen ABSTRACT This study aims to determine the direct effect of price, service quality and product quality on McDonald’s consumer satisfaction. The research strategy used is associative strategy. The population in this study is McDonald's Gading Kirana Jakarta consumers. Samples were taken as many as 100 respondents with criteria that are consumers who have purchased McDonald's chicken package products. The sampling technique used was purposive sampling with a data collection instrument in the form of a questionnaire. The data taken is primary data. This study uses path analysis with the Partial Least Square method using warpPLS 6.0. The results of the study concluded that service quality and product quality have a positive effect on customer satisfaction. While the price does not affect consumer satisfaction. Keywords: Price, Service Quality, Product Quality, Satisfaction Consumer
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 08 Dec 2021 07:39 | ||||||||
| Last Modified: | 08 Dec 2021 07:39 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6126 |
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