PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, PROMOSI, DAN LOKASI TERHADAP KEPUASAN PELANGGAN (Studi Kasus Warunk Upnormal cabang Kelapa Gading)

Zia’ul Islamy, Ahmad (2019) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, PROMOSI, DAN LOKASI TERHADAP KEPUASAN PELANGGAN (Studi Kasus Warunk Upnormal cabang Kelapa Gading). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Tujuan penelitian ini adalah untuk mengetahui bagaimanakah pengaruh kualitas produk, kualitas pelayanan, promosi, dan lokasi terhadap kepuasan pelanggan. Metode yang digunakan dalam penelitian ini adalah metode survei. Jumlah sampel dalam penelitian ini sebanyak 100 pengunjung Warunk Upnormal cabang Kelapa Gading, yang dipilih dengan teknik pengambilan sampel purposive sampling. Metode analisis data yang digunakan adalah uji koefisien determinasi parsial dan berganda, serta uji hipotesis. Berdasarkan hasil koefisien determinasi parsial, kualitas produk memiliki pengaruh terhadap kepuasan pelanggan Warunk Upnormal sebesar 0,406. Kualitas pelayanan memiliki pengaruh terhadap kepuasan pelanggan Warunk Upnormal sebesar 0,224. Promosi memiliki pengaruh terhadap kepuasan pelanggan Warunk Upnormal sebesar 0,214. Begitu juga dengan lokasi, memiliki pengaruh terhadap kepuasan pelanggan Warunk Upnormal sebesar 0,425. Kata Kunci : Kualitas Produk, Kualitas Pelayanan, Promosi, Lokasi, dan Kepuasan Konsumen ABSTRACT The purpose of this study is to determine how the influence of product quality, service quality, promotion, and location on customer satisfaction. The method used in this study is a survey method. The number of samples in this study were 100 costumer Warunk Upnormal Kelapa Gading branch, selected by purposive sampling technique. Data analysis methods used are partial and multiple coefficient of determination tests, and hypothesis testing. Based on the results of the partial determination coefficient, product quality has an influence on customer satisfaction Warunk Upnormal by 0.406. Service quality has an influence on customer satisfaction Warunk Upnormal by 0,224. Promotion has an influence on customer satisfaction Warunk Upnormal by 0,214. Likewise with the location, has an influence on customer satisfaction Warunk Upnormal by 0.425. Keyword : Product Quality, Service Quality, Promotion, Location, and Customer Satisfaction.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorPrabantoro, GatotUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 05 Jan 2022 08:07
Last Modified: 05 Jan 2022 08:07
URI: http://repository.stei.ac.id/id/eprint/6663

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