Putri, Nisa Anggraini (2023) PENGARUH LOKASI, CITA RASA DAN VARIAN MENU TERHADAP KEPUASAN KONSUMEN (Studi Kasus Pada Kogura Coffee Kelapa Gading). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh lokasi terhadap kepuasan konsumen, pengaruh cita rasa terhadap kepuasan kosumen, dan pengaruh varian menu terhadap kepuasan konsumen. Metode penelitian yang dilakukan menggunakan strategi asosiatif dengan pendekatan kuantitatif. Data diperoleh melalui kuesioner pada data yang dikumpulkan dari pernyataan dengan jumlah sampel sebanyak 97 responden. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dan dianalisis menggunakan Koefisien Determinasi dengan menggunakan program SPSS versi 25. Hasil penelitian menyimpulkan bahwa (1) Tidak terdapat pengaruh positif dan signifikan lokasi terhadap kepuasan konsumen; (2) Terdapat pengaruh positif dan signifikan cita rasa terhadap kepuasan konsumen; (3) Terdapat pengaruh positif dan signifikan varian menu terhadap kepuasan konsumen. Secara simultan variabel lokasi, cita rasa, dan varian menu berpengaruh terhadap kepuasan konsumen. This research aims to determine the effect of location on customer satisfaction, the effect of taste on customer satisfaction, and effect of menu variants on customer satisfaction. The research method used is an associative strategy with a quantitative approach. Data was obtained through a questionnaire with data collected from statements with a samples of 97 respondents. The sampling method used in this study was purposive sampling and analyzed using the Coefficient of Determination using the SPSS version 25 program. The results of the research concluded that (1) there is no positive and significant effect of location on customer satisfaction; (2) There is a positive and significant effect of taste on customer satisfaction; (3) There is a positive and significant effect of menu variants on customer satisfaction. Simultanneously, the variables of location, taste, and variant menu have an effect on customer satisfaction.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Lokasi, Cita Rasa, Varian Menu, Kepuasan Konsumen | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | NISA ANGGRAINI PUTRI | ||||||||
| Date Deposited: | 04 Jan 2023 09:21 | ||||||||
| Last Modified: | 04 Jan 2023 09:21 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9313 |
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