Sari Pratama, Winne Lendi (2019) PENGARUH KUALITAS PELAYANAN KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUASAN KONSUMEN (Studi Kasus Pada Kedai Kopi Syahdu). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh langsung dan tidak langsung kualitas pelayanan, kualitas produk, dan promosi terhadap kepuasan konsumen di Kedai Kopi Syahdu. Penelitian ini menggunakan data primer dengan penyebaran kuesioner,populasi dalam penelitian ini adalah konsumen yang datang ke kedai syahdu.Jumlah sampel 100 responden dengan simple random sampling.Analisis data penelitian ini menggunakan analisis jalur. Alat analisis yang digunakan adalah SmartPLS 3.0. Hasil penelitian ini menunjukkan bahwa variabel kualitas pelayanan (X1) berpengaruh positif dan signifikan terhadap kepuasan konsumen (Y). Kemudian variabel kualitas produk (X2) berpengaruh positif dan signifikan terhadap kepuasan konsumen. Variabel promosi (X3) berpengaruh positif dan signifikan terhadap kepuasan konsumen (Y). sehingga dapat dikatakan bahwa kualitas pelayanan,kualitas produk,dan promosi berpengaruh positif dan signifikan terhadap kepuasan konsumen. Kata Kunci : Kualitas Pelayanan, Kualitas Produk,Promosi,dan Kepuasan Konsumen ABSTRACT The purpose of this study was to determine the direct and indirect effects of service quality, product quality, and promotion of consumer satisfaction at Syahdu Coffee Shop. This study uses primary data by distributing questionnaires, the population in this study were consumers who came to the Syahdu shop. The number of samples was 100 respondents with simple random sampling. The data analysis of this study used path analysis. The analytical tool used is SmartPLS 3.0. The results of this study indicate that the variable service quality (X1) has a positive and significant effect on customer satisfaction (Y). Then the product quality variable (X2) has a positive and significant effect on customer satisfaction. Promotion variable (X3) has a positive and significant effect on customer satisfaction (Y). so it can be said that service quality, product quality, and promotion have a positive and significant effect on customer satisfaction. Keywords: Service Quality, Product Quality, Promotion, and Consumer Satisfaction
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 14 Dec 2021 02:26 | ||||||||
| Last Modified: | 14 Dec 2021 02:26 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6226 |
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