Karmila, Mela (2019) PENGARUH HARGA DAN KUALITAS PRODUK YANG DIMEDIASI OLEH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN BEBEK KALEYO CABANG RAWAMANGUN. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas produk yang dimediasi oleh kualitas pelayanan terhadap kepuasan pelanggan Bebek Kaleyo Cabang Rawamangun. Penelitian ini yang digunakan yaitu strategi asosiatif. Populasi pada penelitian ini adalah pelanggan Bebek Kaleyo dengan teknik pengumpulan Sampel yang diambil sebanyak 100 responden dengan kriteria yaitu konsumen yang telah membeli lebih dari satu kali atau makan di Restoran Bebek Kaleyo pada tahun 2018. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dengan instrumen pengumpulan data berupa kuesioner dan data yang diambil adalah data primer. Penelitian ini menggunakan path analysis dengan metode Partial Least Square yaitu menggunakan warp PLS 6.0. Hasil penelitian menyimpulkan,variabel harga terhadap kualitas pelayanan, kualitas produk terhadap kualitas pelayanan dan kualitas produk terhadap kepuasan pelanggan berpengaruh signifikan dikarenakan memiliki pvalue <0,05. Kemudian untuk variabel kualitas pelayanan terhadap kepusan pelanggan, harga terhadap kepuasan pelanggan, harga terhadap kepuasan pelanggan melalui kualitas pelayanan sebagai variabel mediasi, dan pengaruh kualitas produk terhadap kepuasan pelanggan melalui kualitas pelayanan sebagai variabel mediasi tidak berpengaruh secara signifikan karena memiliki p-value >0,05. This study aims to determine the effect of price and product quality mediated by the quality of service to customer satisfaction BebekKaleyoRawamangun Branch. This study used an associative strategy. The population in this study were customers of BebekKaleyo with collection techniques. Samples were taken as many as 100 respondents with criteria, namely consumers who had purchased more than once or ate at BebekKaleyo Restaurant in 2018. The sampling technique used was purposive sampling with data collection instruments. in the form of a questionnaire and the data taken is primary data. This study uses path analysis with the Partial Least Square method, which uses warpPLS 6.0. The results of the study concluded, the price variable on service quality, product quality on service quality and product quality on customer satisfaction has a significant effect because it has a p-value <0.05. Then for service quality variables on customer satisfaction, prices on customer satisfaction, prices on customer satisfaction through service quality as mediating variables, and the effect of product quality on customer satisfaction through service quality as a mediating variable have no significant effect because they have p-value> 0, 05.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr Miptahudin Almurtado | ||||||||
| Date Deposited: | 20 Feb 2023 03:24 | ||||||||
| Last Modified: | 20 Feb 2023 03:24 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9673 |
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