Novita Chaerunnisa, Lola (2019) PENGARUH DIFERENSIASI PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus pada Nominomi Delight Cabang Pemuda). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh langsung diferensiasi produk, harga dan kualitas pelayanan terhadap kepuasan pelanggan. Studi kasus pada Restoran Nominomi Delight Cabang Pemuda. Penelitian ini menggunakan data primer dengan penyebaran kuisioner. Populasi dalam penelitian ini adalah para pelanggan yang lebih dari 2x datang dan mengkonsumsi menu makanan Nominomi Delight Cabang Pemuda dengan jumlah sampel 100 respoden menggunakan teknik purposive sampling. Analisis menggunakan koefisien determinasi dengan metode pengolahan data menggunakan software SPSS (Statistical Package for the Social Sciences) versi 22.0. Hasil penelitian ini menunjukan bahwa variabel diferensiasi produk (X1) berpegaruh dan signifikan terhadap kepuasan pelanggan. Kemudian variabel harga (X2) berpengaruh dan signifikan terhadap kepuasan pelanggan . Dan variabel kualitas pelayanan (X3) berpengaruh signifikan terhadap kepuasan pelanggan. Dari penelitian ini dapat disimpulkan bahwa diferensiasi produk, harga, dan kualitas pelayanan berpengaruh secara positif dan signifikan terhadap kepuasan pelanggan. Kata kunci : Diferensiasi Produk, Harga, Kualitas Pelayanan Dan Kepuasan Pelanggan ABSTRACT The purpose of this study was to determine the direct effect of product differentiation, price and service quality on customer satisfaction. Case study at Nominomi Delight Cabang Pemuda Restaurant. This study uses primary data by distributing questionnaires. The population in this study were customers who more than 2x came and consumed the Nominomi Delight Youth Branch food menu with a sample of 100 respondents using a purposive sampling technique. The analysis uses the coefficient of determination with the data processing method using SPSS (Statistical Package for the Social Sciences) version 22.0. The results of this study indicate that the product differentiation variable (X1) has a significant and significant effect on customer satisfaction. Then the price variable (X2) influences and is significant on customer satisfaction. And service quality variable (X3) has a significant effect on customer satisfaction. From this study it can be concluded that product differentiation, price, and service quality have a positive and significant effect on customer satisfaction. Keywords: product differentiation, price, service quality and customer satisfaction.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 05 Jan 2022 04:42 | ||||||||
| Last Modified: | 05 Jan 2022 04:42 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6647 |
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