PENGARUH HARGA, KUALITAS PELAYANAN, DAN LOKASI TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi Kasus Kedai Kopi Kuno)

Nurdiansyah, Farhan Dika (2022) PENGARUH HARGA, KUALITAS PELAYANAN, DAN LOKASI TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi Kasus Kedai Kopi Kuno). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh harga, kualitas pelayanan, dan lokasi terhadap loyalitas pelanggan melalui kepuasan pelanggan pada konsumen Kedai Kopi Kuno. Penelitian ini menggunakan strategi asosiatif. Metode pengumpulan data kuesioner yang diukur skala likert. Populasi dalam penelitian ini adalah konsumen yang membeli Kopi di Kedai Kopi Kuno. Metode pengambilan sampel menggunakan Teknik purposive sampling dengan kreteria yaitu konsumen yang membeli Kopi di Kedai Kopi Kuno pada bulan Mei sampai Juni 2022 berjumlah 100 responden. Teknik analisis data yang digunakan dalam penelitian ini yaitu analisis jalur dengan bantuan software WarpPLS 7.0. Hasil penelitian ini diperoleh bahwa Harga berpengaruh terhadap Kepuasan Pelanggan, Kualitas Pelayanan berpengaruh terhadap Kepuasan Pelanggan, Lokasi terhadap Kepuasan Pelanggan, Pengaruh Kepuasan terhadap Loyalitas Pelanggan, Pengaruh Harga terhadap Loyalitas Pelanggan, Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan, Pengaruh Lokasi terhadap Loyalitas Pelanggan, Pengaruh Harga terhadap Loyalitas melalui Kepuasan Pelanggan, Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan, Pengaruh Lokasi terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan. Kata Kunci: Harga, Kualitas Pelayanan, Lokasi, loyalitas Pelanggan, Kepuasan Pelanggan ABSTRACT The purpose of this study was to determine the effect of price, service quality, and location on customer loyalty through customer satisfaction at the Kedai Kopi Kuno consumers. This study uses an associative strategy. Questionnaire data collection methods were measured on a Likert scale. The population in this study are consumers who buy coffee at the Kedai Kopi Kuno. The sampling method used purposive sampling technique with the criteria that consumers who bought coffee at the Ancient Kedai Kopi Kuno from May to June 2022 amounted to 100 respondents. The sampling method used purposive sampling technique with the criteria that consumers who bought coffee at the Kedai Kopi Kuno from May to June 2022 amounted to 100 respondents. The data analysis technique used in this research is path analysis with the help of WarpPLS 7.0 software. The results of this study obtained that the price affects customer satisfaction, service quality affects customer satisfaction, location affects customer satisfaction, the effect of satisfaction on customer loyalty, the effect of price on customer loyalty, the effect of service quality on customer loyalty, the effect of location on customer loyalty, the effect of price on Loyalty through Customer Satisfaction, Effect of Service Quality on Customer Loyalty through Customer Satisfaction, Effect of Location on Customer Loyalty through Customer Satisfaction. Keywords: Price, Service Quality, Location, Customer Loyality, Customer Satisfaction

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Syamsuar, Ginanjar NIDN0323106102 ginanjar.syamsuar@stei.ac.id
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Manajemen SDM Manajemen > Manajemen Operasional Akuntansi > Auditing
Divisions:	S1 Manajemen
Depositing User:	FARHAN DIKA NURDIANSYAH
Date Deposited:	30 Nov 2022 02:26
Last Modified:	30 Nov 2022 02:26
URI:	http://repository.stei.ac.id/id/eprint/8950

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