PENGARUH PROMOSI, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN WEDDING ORGANIZER KEMILAU MINANG DI JAKARTA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Parlina, Celi
Subject
Manajemen Pemasaran
Datestamp
2021-12-14 07:40:44
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh Promosi, Kuaitas Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan secara parsial dan simultan. Penelitian ini menggunakan jenis penelitian Asosiatif/Kuantitatif yang diukur dengan perhitungan Koefisien Determinasi (parsial dan simultan) serta pengujian hipotesis dengan SPSS 25.0. Populasi sasaran dari penelitian ini adalah pelanggan Wedding Organizer Kemilau Minang dengan menyebarluaskan kuesioner melalui google form. Metode pengambilan sampel menggunakan teknik sensus, dengan jumlah sampel sebanyak 55 responden. Hasil penelitian menyimpulkan, (1) Promosi secara parsial tidak berpengaruh terhadap Kepuasan Kerja, (2) Kualitas Produk secara parsial tidak berpengaruh terhadap Kepuasan Kerja, (3) Kualitas Pelayanan secara parsial berpengaruh terhadap Kepuasan Kerja, (4) Promosi, Kualitas Produk dan Kualitas Pelayanan secara simultan berpengaruh terhadap Kepuasan Kerja. Kata kunci : Promosi, Kualitas Produk, Kualitas Pelayanan dan Kepuasan Pelanggan ABSTRACT This study aims to determine whether there is an influence of Promotion, Product Quality and Service Quality on Customer Satisfaction partially and simultaneously. This study uses the type of Associative / Quantitative research as measured by the calculation of the Coefficient of Determination (partial and simultaneous) and hypothesis testing with SPSS 25.0. The target population of this study is the customers of Minil Sheen Wedding Organizer by distributing questionnaires through Google form. The sampling method uses census techniques, with a total sample of 55 respondents. The results of the study concluded, (1) Partial promotion did not significantly influence Job Satisfaction, (2) Product Quality partially had no significant effect on Job Satisfaction, (3) Service Quality partially had a significant effect on Job Satisfaction, (4) Promotion, Quality Product and Service Quality simultaneously have a significant effect on Job Satisfaction. Keywords: Promotion, Product Quality, Service Quality and Customer Satisfaction
ABSTRAK Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh Promosi, Kuaitas Produk dan Kualitas Pelayanan terhadap Kepuasan Pelanggan secara parsial dan simultan. Penelitian ini menggunakan jenis penelitian Asosiatif/Kuantitatif yang diukur dengan perhitungan Koefisien Determinasi (parsial dan simultan) serta pengujian hipotesis dengan SPSS 25.0. Populasi sasaran dari penelitian ini adalah pelanggan Wedding Organizer Kemilau Minang dengan menyebarluaskan kuesioner melalui google form. Metode pengambilan sampel menggunakan teknik sensus, dengan jumlah sampel sebanyak 55 responden. Hasil penelitian menyimpulkan, (1) Promosi secara parsial tidak berpengaruh terhadap Kepuasan Kerja, (2) Kualitas Produk secara parsial tidak berpengaruh terhadap Kepuasan Kerja, (3) Kualitas Pelayanan secara parsial berpengaruh terhadap Kepuasan Kerja, (4) Promosi, Kualitas Produk dan Kualitas Pelayanan secara simultan berpengaruh terhadap Kepuasan Kerja. Kata kunci : Promosi, Kualitas Produk, Kualitas Pelayanan dan Kepuasan Pelanggan ABSTRACT This study aims to determine whether there is an influence of Promotion, Product Quality and Service Quality on Customer Satisfaction partially and simultaneously. This study uses the type of Associative / Quantitative research as measured by the calculation of the Coefficient of Determination (partial and simultaneous) and hypothesis testing with SPSS 25.0. The target population of this study is the customers of Minil Sheen Wedding Organizer by distributing questionnaires through Google form. The sampling method uses census techniques, with a total sample of 55 respondents. The results of the study concluded, (1) Partial promotion did not significantly influence Job Satisfaction, (2) Product Quality partially had no significant effect on Job Satisfaction, (3) Service Quality partially had a significant effect on Job Satisfaction, (4) Promotion, Quality Product and Service Quality simultaneously have a significant effect on Job Satisfaction. Keywords: Promotion, Product Quality, Service Quality and Customer Satisfaction
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