Dewi, Seftiani Indah Triana (2022) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DI PIZZA HUT (Studi Kasus di PizzaHut Cempaka Putih, Jakarta Pusat). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Nama : Seftiani Indah triana Dewi NPM : 21170000057 Program Studi S1 – Manajemen Dosen Pembimbing Bapak Drs. Sumitro M.Sc PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DI PIZZAHUT (Studi Kasus di PizzaHut Cempaka Putih, Jakarta Pusat) ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, persepsi harga, dan kualitas pelayanan terhadap kepuasan konsumen di Pizza Hut. Kualitas produk, persepsi harga, dan kualitas pelayanan sebagai variabel independen dan variabel dependen dalam peneliatian ini adalah kepuasan konsumen. Metode penelitian dalam penelitian ini adalah survei yang dilakukan dengan menyebar kuesioner. Populasi dalam penelitian ini adalah seluruh konsumen Pizza Hut Cempaka Putih, Jakarta Pusat. Penentuan sampel menggunakan metode purposive sampling, dengan sampel sebanyak 90 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis koefisien determinasi parsial dan berganda. Pengolahan data dilakukan dengan aplikasi komputerisasi SPSS ver.23 Uji hipotesis secara parsial variabel Kualitas Produk, Persepsi Harga, dan Kualitas Pelayanan berpengaruh signifikan terhadap Kepuasan Konsumen, besar pengaruh berdasarkan nilai koefisien determinasi parsial variabel kualitas produk sebesar 35,40%, besar pengaruh berdasarkan analisis koefisien determinasi parsial variable persepsi harga sebesar 21,43%, besar pengaruh berdasarkan analisis koefisien determinasi parsial variabel kualitas pelayanan sebesar 23,14% dan hasil uji hipotesis secara simultan variabel Kualitas Produk, Persepsi Harga, dan Kualitas Pelayanan berpengaruh signifikan secara bersamaan terhadap Kepuasan Konsumen dengan besar pengaruh berdasarkan analisis koefisien determinasi berganda sebesar 42,7%. Kata kunci : Kualitas Produk, Persepsi Harga, Kualitas Pelayanan, Kepuasan Konsumen. Nama : Seftiani Indah triana Dewi NPM : 21170000057 Study Program S1-Management Supervisor Mr. Drs. Sumitro M.Sc THE EFFECT OF PRODUCT QUALITY, PRICE PERCEPTION, AND QUALITY OF SERVICE ON CUSTOMER SATISFICATION AT PIZZA HUT (Case Study At Pizza Hut Cempaka Putih, Central Jakarta) ABSTRACT This study aims to determine the effect of product quality, price perception, and service quality on consumer satisfaction at Pizza Hut. Product quality, price perception, and service quality as independent variables and the dependent variable in this research is customer satisfaction. The research method in this study is a survey conducted by distributing questionnaires. The population in this study were all consumers of Pizza Hut Cempaka Putih, Central Jakarta. Determination of the sample using purposive sampling method, with a sample of 90 respondents. Analysis of the data used in this study is the analysis of the coefficient of partial and multiple determination. Data processing is carried out with the SPSS ver.23 computerized application. The partial hypothesis test of Product Quality, Price Perception, and Service Quality variables has a significant effect on Consumer Satisfaction, the large influence based on the value of the coefficient of partial determination of the product quality variable is 35.40%, the large influence based on the analysis of the coefficient of partial determination of the price perception variable is 21.43 %, the magnitude of the effect based on the analysis of the coefficient of partial determination of the service quality variable is 23.14% and the results of the simultaneous hypothesis test of the variables Product Quality, Price Perception, and Service Quality have a significant effect simultaneously on Consumer Satisfaction with a large influence based on the multiple determination coefficient analysis of 42 ,7%. Keywoards : Product Quality, Price Perception, Service Quality, Consumer Satisfication.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | SEFTIANI INDAH TRIANA DEWI | ||||||||
| Date Deposited: | 07 Jan 2023 05:30 | ||||||||
| Last Modified: | 07 Jan 2023 05:30 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9395 |
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