PENGARUH KUALITAS PELAYANAN, HARGA,
DAN KUALITAS PRODUK TERHADAP
KEPUASAN KONSUMEN
(Studi Kasus pada Kafe Balai Kopmil Bekasi Utara)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
MUWAHDI, ALDI
Subject
Manajemen Pemasaran
Datestamp
2021-11-15 08:06:28
Abstract :
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, harga, dan kualitas produk terhadap kepuasan konsumen Kafe Balai Kopmil Bekasi. Strategi penelitian ini adalah asosiatif. Teknik pengambilan sampel menggunakan purposive sampling. Populasi di dalam penelitian ini adalah keseluruhan konsumen Kafe Balai Kopmil Bekasi. Responden sebanyak 100 orang. Metode analisis koefisien regresi berganda serta uji hipotesis. Hasil penelitian ini adalah, secara parsial terdapat pengaruh yang signifikan kualitas pelayanan terhadap kepuasan konsumen, secara parsial terdapat pengaruh yang signifikan harga terhadap kepuasan konsumen, secara parsial terdapat pengaruh yang signifikan kualitas produk terhadap kepuasan konsumen, Adapun secara simultan terdapat pengaruh yang signifikan kualitas pelayanan, harga, dan kualitas produk terhadap kepuasan konsumen. Berdasarkan hasil pengujian hipotesis disimpulkan bahwa secara parsial kualitas pelayanan, harga, dan kualitas produk signifikan terhadap kepuasan konsumen. Hasil pengujian hipotesis secara simultan menyimpulkan kualitas pelayanan, harga, dan kualitas produk berpengaruh secara signifikan terhadap kepuasan pelanggan. Kata Kunci: Kualitas Pelayanan, Harga,Kualitas Produk, Kepuasan Konsumen The purpose of this research is to determine the influence of service quality, Price, and product quality to customer satisfaction Kafe Balai Kopmil. Researcher used associative strategy. The sampling in this research used purposive sampling technique. Consumen of Kafe Balai Kopmil Bekasi use as population and the data sample are 100 respondens. This research uses a determination coefficient, and hipotesis testing.. Based on the results and discussion, it shows that partially there is a significant effect of service quality on customer satisfaction, partially there is a significant effect of price on customer satisfaction, partially there is a significant effect of product quality on customer satisfaction. Meanwhile, simultaneously there is a significant effect of service quality, price, and product quality on customer satisfaction. Based on the results of hypothesis testing, it can be concluded that partially service quality, price, and product quality have a significant effect on customer satisfaction. The result of hypothesis testing simultaneously concludes that emotional branding, customer value, and service quality have a significant effect on customer satisfaction. Keywords: Service Quality, Price, Product Quality,Customer Satisfaction
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, harga, dan kualitas produk terhadap kepuasan konsumen Kafe Balai Kopmil Bekasi. Strategi penelitian ini adalah asosiatif. Teknik pengambilan sampel menggunakan purposive sampling. Populasi di dalam penelitian ini adalah keseluruhan konsumen Kafe Balai Kopmil Bekasi. Responden sebanyak 100 orang. Metode analisis koefisien regresi berganda serta uji hipotesis. Hasil penelitian ini adalah, secara parsial terdapat pengaruh yang signifikan kualitas pelayanan terhadap kepuasan konsumen, secara parsial terdapat pengaruh yang signifikan harga terhadap kepuasan konsumen, secara parsial terdapat pengaruh yang signifikan kualitas produk terhadap kepuasan konsumen, Adapun secara simultan terdapat pengaruh yang signifikan kualitas pelayanan, harga, dan kualitas produk terhadap kepuasan konsumen. Berdasarkan hasil pengujian hipotesis disimpulkan bahwa secara parsial kualitas pelayanan, harga, dan kualitas produk signifikan terhadap kepuasan konsumen. Hasil pengujian hipotesis secara simultan menyimpulkan kualitas pelayanan, harga, dan kualitas produk berpengaruh secara signifikan terhadap kepuasan pelanggan. Kata Kunci: Kualitas Pelayanan, Harga,Kualitas Produk, Kepuasan Konsumen The purpose of this research is to determine the influence of service quality, Price, and product quality to customer satisfaction Kafe Balai Kopmil. Researcher used associative strategy. The sampling in this research used purposive sampling technique. Consumen of Kafe Balai Kopmil Bekasi use as population and the data sample are 100 respondens. This research uses a determination coefficient, and hipotesis testing.. Based on the results and discussion, it shows that partially there is a significant effect of service quality on customer satisfaction, partially there is a significant effect of price on customer satisfaction, partially there is a significant effect of product quality on customer satisfaction. Meanwhile, simultaneously there is a significant effect of service quality, price, and product quality on customer satisfaction. Based on the results of hypothesis testing, it can be concluded that partially service quality, price, and product quality have a significant effect on customer satisfaction. The result of hypothesis testing simultaneously concludes that emotional branding, customer value, and service quality have a significant effect on customer satisfaction. Keywords: Service Quality, Price, Product Quality,Customer Satisfaction
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