Maulida, Yunita Nur (2022) PENGARUH PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN PADA Rm. AYAM KQ5 PONDOK KELAPA JAKARTA TIMUR. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengatahui dan mengenalisis Harga, Kualitas Pelayanan terhadap Loyalias Konsumen melalui Kepuasan pada Rm. Ayam KQ5 di Pondok Kelapa Jakarta Timur. Penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah seluruh konsumen Rumah Makan Ayam KQ5 Pondok Kelapa Jakarta Timur. Sampel penelitian ini adalah sejumlah 96 responden. Teknik pengumpulan data menggunakan angket, dokumentasi, observasi yang telah diuji validitas dan reliabilitasnya. Penelitian ini menggunakan metode analisis jalur dengan Software (perangkat lunak) SmartPLS 3.0. Hasil penelitian menunjukan bahwa variabel : (1) Persepsi Harga berpengaruh positif dan signifikan terhadap kepuasan konsumen di Rumah Makan Ayam KQ5. (2) Kualitas Pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen di Rumah Makan Ayam KQ5. (3) Persepsi Harga berpengaruh positif tetapi tidak signifikan terhadap loyalitas konsumen pada Rumah Makan Ayam KQ5. (4) Kualitas Pelayanan berpengaruh positif dan signifikan terhadap loyalitas konsumen pada Rumah Makan Ayam KQ5. (5) Kepuasan berpengaruh positif dan signifikan terhadap loyalitas konsumen pada Rumah Makan Ayam KQ5. (6) Persepsi Harga berpengaruh positif dan signifikan terhadap loyalitas konsumen melalui kepuasan pada Rumah Makan Ayam KQ5. (7) Kualitas Pelayanan berpengaruh secara positif dan signifikan terhadap loyalitas konsumen melalui kepuasan pada Rumah Makan Ayam KQ5. ABSTRACT This study aims to identify and identify Price, Quality of Service to Consumer Loyalty through Satisfaction with Rm. KQ5 Chicken at Pondok Kelapa, East Jakarta This research is a quantitative research with a descriptive approach. The population in this study were all consumers of the KQ5 Chicken Restaurant Pondok Kelapa, East Jakarta. The sample of this research is 96 respondents. Data collection techniques using questionnaires, documentation, observations that have been tested for validity and reliability. This research uses path analysis method with SmartPLS 3.0 software. The results showed that the variables: (1) Price had a positive and significant effect on consumer satisfaction at KQ5 Chicken Restaurant. (2) Service quality had a positive and significant effect on consumer satisfaction at KQ5 Chicken Restaurant. (3) Price had a positive but not significant effect on consumer loyalty at KQ5 Chicken Restaurant. (4) Service quality had a positive and significant effect on consumer loyalty at KQ5 Chicken Restaurant. (5) Satisfaction had a positive and significant effect on consumer loyalty at KQ5 Chicken Restaurant. (6) Price had a positive and significant effect on consumer loyalty through satisfaction at KQ5 Chicken Restaurant. (7) Service quality had a positive and significant effect on consumer loyalty through satisfaction at KQ5 Chicken Restaurant.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | YUNITA NUR MAULIDA | ||||||||
| Date Deposited: | 21 Oct 2022 02:02 | ||||||||
| Last Modified: | 21 Oct 2022 02:02 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8699 |
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