PENGARUH HARGA, CITA RASA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN (Studi pada Tentang Rasa Kopi, Jl. Bangunan Timur No. 15 RT.04/RW.1, Kayu Putih, Pulo Gadung, Jakarta Timur 13210)

MUHAMMAD SIDDIQ, IBNU (2021) PENGARUH HARGA, CITA RASA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN (Studi pada Tentang Rasa Kopi, Jl. Bangunan Timur No. 15 RT.04/RW.1, Kayu Putih, Pulo Gadung, Jakarta Timur 13210). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh Harga, Cita Rasa dan Kualitas Pelayanan Terhadap Kepuasan Konsumen (Studi pada Tentang Rasa Kopi, Jl. Bangunan Timur No. 15 RT.04/RW.1, Kayu Putih, Pulo Gadung, Jakarta Timur 13210). Kepuasan Konsumen merupakan variabel dependen, sedangkan Harga, Cita Rasa dan Kualitas Pelayanan sebagai variabel independen. Penelitian yang dilakukan menggunakan strategi asosiatif, yaitu penelitian yang bertujuan untuk mengetahui pengaruh antara minimal dua variabel atau lebih dan mencari sebab dan akibat. Adapun metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian survey, dimana data diperoleh melalui kuesioner dengan data yang dikumpulkan dari pernyataan dengan jumlah sampel sebanyak 92 orang. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dan dianalisis dengan menggunakan regresi linier berganda. Hasil penelitian menyimpulkan bahwa terdapat pengaruh signifikan harga (X1) terhadap kepuasan konsumen (Y), Tidak terdapat pengaruh signifikan cita rasa (X2) terhadap kepuasan konsumen (Y), Terdapat pengaruh signifikan kualitas pelayanan (X3) terhadap kepuasan konsumen (Y). Secara simultan terdapat pengaruh harga, cita rasa dan kualitas pelayanan terhadap kepuasan konsumen. The study aims to know how prices, tastes and quality of service affect consumer satisfaction (the study on the taste of coffee, either way. East building 15 rt.04/ rw. 1, eucalyptus, gadung pulo, east Jakarta 13210). Consumer satisfaction is a dependent variable, whereas price, taste and quality of service asan independent variable. The study USES an associative strategy, one that aims to know the effects between a minimum of two or more variables and look for causes and effects. As for the research method used in this study is the survey study method, where data is obtained through a questionnaire with data collected from statements by as many as 92 people. The method of sampling retrieval used in this study is adhesive sampling and analyzed by using linear regression berganda. Studies have concluded that price (X1) has had on consumer satisfaction (Y), There is no significant effect of taste (X2) on consumer satisfaction (Y), there is a significant impact of service quality (X3) on consumer satisfaction (Y). There is simultaneously a price, taste and quality of service to consumer satisfaction.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorBURDA, AGUSTIANNIDN0313086501agustianb@yahoo.com
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: IBNU MUHAMMAD SIDDIQ
Date Deposited: 27 Dec 2021 03:22
Last Modified: 27 Dec 2021 03:22
URI: http://repository.stei.ac.id/id/eprint/6422

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