Harahap, Sinori Bonita (2022) PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP LOYALITAS PELANGGAN PADA MCDONALD’S (Studi Kasus Pada Mcdonald’s Harapan Indah-Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, harga dan promosi terhadap loyalitas pelanggan pada McDonald’s Harapan Indah Bekasi. Kualitas pelayanan, harga dan promosi sebagai variable independent, sedangkan loyalitas pelanggan sebagai variable dependen. Penelitian ini menggunakan jenis penelitian asosiatif, dengan pendekatan kuantitatif, yang dianalisis dengan menggunakan analisis koefisien determinasi dengan software SPSS 22.0. Populasi dari penelitian ini adalah pelanggan McDonald’s. Sampel diambil dengan metode purposive sampling dengan sampel sebanyak 107 orang. Data yang digunakan dalam penelitian ini berupa data premier dan sekunder. Teknik pengumpulan data menggunakan google form yang diukur dengan skala likert. Hasil dari penelitian yang didapat adalah variable kualitas pelayanan berpengaruh signifikan terhadap loyalitas pelanggan. Variable harga berpengaruh signifikan terhadap loyalitas pelanggan, dan variable promosi berpengaruh signifikan terhadap loyalitas pelanggan. Secara simultan terdapat pengaruh signifikan antara Kualitas Pelayanan, Harga dan Promosi secara Bersama-sana terhadap loyalitas pelanggan. This study aims to determine the effect of service quality, price and promotion on cutomer loyalty at McDonald’s Harapan Indah Bekasi. Service quality, price and promotion as independent variables, while customer loyalty as the dependent variables. This research uses associative research type, with a quantitative approach which is analyzed using coefficient of determination analysis with SPSS 22.0 software. The population of this study are McDonald’s customers. The samples were taken by purposive sampling method with a sample of 107 people. The data used in this study are primary dab secondary data. Data collection techniques using Google form as measured by a Likert scale. The results of the research obtained are the service quality variable has a significant effect on customer loyalty, price variable has a significant effect on customer loyalty, promotion variable has a significant effect on customer loyalty.Simultaneously there is a significant influence between Service Quality, Price, and Promotion on Customer Loyalty.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Kualitas Pelayanan, Harga, Promosi, Loyalitas Pelanggan. Restoran | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Sinori Bonita Harahap | ||||||||
| Date Deposited: | 13 May 2022 05:53 | ||||||||
| Last Modified: | 13 May 2022 05:53 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/7578 |
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