PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN TERHADAP LOYALITAS YANG DIMEDIASI OLEH KEPUASAN PELANGGAN RESTAURAN DAPUR SOLO SUNTER

Fitriyani, Fitriyani (2019) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN TERHADAP LOYALITAS YANG DIMEDIASI OLEH KEPUASAN PELANGGAN RESTAURAN DAPUR SOLO SUNTER. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK This study aims to examine the effect of the quality of products and service quality on customer satisfaction and customer loyalty of Restauran Dapur Solo Sunter . The strategy used in this research is associative, popillation and this study is a customer who Enjoys Langi Rice at the Restauran Dapur Solo Sunter April 2019 - June 2019 The sample was selected using the purposive sampling method, with a total sample of 100 respondents. Data collection techniques using questionnaires, interviews & literature study. Methods of data analysis with descriptive statistics, path analysis (PLS), Hypothesis testing using WrapPLS 6.0 software. The results of the study prove that (1) the quality of products impact customer satisfaction and does not impact loyalty because the path coefficient is considered insignificant, (2) the quality of the Restauran Dapur Solo Sunter Service influences and significantly impact customer satisfaction and loyalty, (3) customer satisfaction influence customer loyalty restaurant Dapur Solo Sunter, (4) customer satisfaction is the connecting variable between product quality and service quality, (5) customer satisfaction is not a Connecting Variabel between Product Quality and customer loyalty. Keyword : Product Quality, Service Quality, Customer Satisfaction,Loyalty ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh kualitas produk dan kualitas pelayanan terhadap Kepuasan dan Loyalitas pelanggan Restauran Dapur Solo Sunter. Strategi yang digunakan dalam penelitian ini adalah asosiatif, popilasi dan penelitian ini adalah pelanggan yang Menikmati Nasi Langi direstauran Dapur Solo Sunter April 2019 – juni 2019 Sampel dipilih Mengunakan Metode purposive sampling, dengan jumlah sampel sebanyak 100 responden. Teknik pengumpulan data emngunakan kuesioner, wawancara & studi pustaka. Metode analisis data dengan statistik deskriptif, analisis jalur (PLS), Pengujian hipotesis mengunakan software WrapPLS 6.0. Hasil penelitian membuktikan bahwa (1) kualitas produk berpengaruh terhadap kepuasan pelanggan dan tidak berpengaruh terhadap loyalitas karena koefosien jalur dianggap tidak signifikan, (2) Kulitas Pelayanan Restauran Dapur Solo Sunter berpengaruh dan signifikan terhadap kepuasan dan loyalitas pelanggan, (3) Kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan restauran Dapur Solo Sunter, (4) kepuasan pelanggan merupakan variabel penghubung antara kualitas produk dan kualitas pelayanan , (5) Kepuasan pelanggan bukan merupakan penghubung antara Kualitas Produk trhadap loyalitas pelanggan. Kata Kunci : Kualitas Produk, Kualitas Pelayanan, kepuasan Pelanggan, Loyalitas

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorChandra, RamaUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Depositing User: Ridho Adi Nugroho
Date Deposited: 15 Dec 2021 07:33
Last Modified: 15 Dec 2021 07:33
URI: http://repository.stei.ac.id/id/eprint/6271

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