Azizah, Via Nur (2022) PENGARUH KUALITAS MAKANAN, CITA RASA, PELAYANAN, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN (Study Kasus Pada Bubur Ayam Di Kemayoran). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
This study aims to test whether the influence of food quality, taste, service and promotion on customer satisfaction of Chicken Porridge Msme. This study uses a descriptive type of research quantitative approach, which is measured using a method based on multiple linear regression with SPSS v.25. The population of this study were visiting chicken porridge consumers and consumed chicken porridge at least 1 time. The sample was determined based on the purpose sampling method, with a total sample of 100 respondents. The data used in this study is in the form of primary data. The data collection technique uses the questionnaire method through the official website of the google form hypothesis testing using the t test. The results of the study proved that (1) Food Quality has a significant effect on customer satisfaction in chicken porridgeumkm, (2) Taste does not affect customer satisfaction in chicken porridgeumkm, (3) Service has a significant effect on customer satisfaction in chicken porridgeumkm, (4) Promotion has a significant effect on customer satisfaction in chicken porridge umkm. Penelitian ini bertujuan untuk menguji apakah pengaruh kualitas makanan, citarasa, pelayanan dan promosi terhadap kepuasan pelanggan Umkm Bubur Ayam. Penelitian ini menggunakan jenis penelitian deskriptif pendekatan kuantitatif, yang diukur dengan menggunakan metoda berbasis regresi linier berganda dengan SPSS v.25. Populasi dari penelitian ini adalah konsumen bubur ayam yang berkunjung dan mengkonsumsi bubur ayam minimal 1 kali. Sampel ditentukan berdasarkan metode purpose sampling, dengan jumlah sampel sebanyak 100 responden. Data yang digunakan dalam penelitian ini berupa data primer. Teknik pengumpulan data menggunakan metoda kuesioner melalui situs resmi google form dengan menggunakan uji t. Hasil penelitian membuktikan bahwa (1) Kualitas Makanan berpengaruh signifikan terhadap kepuasan pelanggan padaUmkm bubur ayam, (2) Citarasa tidak berpengaruh terhadap kepuasan pelanggan padaUmkm bubur ayam, (3) Pelayanan berpengaruh signifikan terhadap kepuasan pelanggan padaUmkm bubur ayam, (4) Promosi berpengaruh signifikan terhadap kepuasan pelanggan pada Umkm bubur ayam .
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | kualitas makanan,citarasa,pelayanan dan promosi dan kepuasan pelanggan. | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | VIA NUR AZIZAH | ||||||||
| Date Deposited: | 07 Oct 2022 02:59 | ||||||||
| Last Modified: | 07 Oct 2022 02:59 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8591 |
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