FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN
PENGGUNA BERLIAN FUTSAL JAKARTA TIMUR
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Haikal, Fikri
Subject
Manajemen Pemasaran
Datestamp
2022-01-10 04:45:06
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, harga, dan promosi terhadap kepuasan konsumen Berlian Futsal. Penelitian menggunakan deskripsi kuantitatif. Teknik pengambilan sampel menggunakan pursposive sampling. Populasi di dalam penelitian ini adalah seluruh konsumen yang menjadi member atau penyewa tetap di Berlian Futsal dan mendapat sampel responden sebanyak 87 orang. Metode analisis dalam penelitian ini adalah analisis koefisien determinasi parsial dan simultan, serta uji hipotesis dengan IBM SPSS Statistic 24. Hasil penelitian ini adalah Kontribusi pengaruh parsial kualitas pelayanan terhadap kepuasan konsumen sebesar 9,9%, harga 31,5%, dan promosi 0,3%. Dengan demikian, kontribusi pengaruh parsial paling besar atau dominan adalah harga sebesar 31,5%. Kontribusi pengaruh simultan kualitas pelayanan, harga dan promosi sebesar 41,2% sedangkan sisanya dipengaruhi oleh variabel lain yang tidak diteliti. Berdasarkan hasil pengujian hipotesis dengan taraf nyata (? = 5%) terbukti bahwa kualitas pelayanan, harga dan promosi mempunyai pengaruh signifikan terhadap kepuasan konsumen Berlian Futsal, baik secara parsial maupun simultan. Kata Kunci : Kualitas Pelayanan, Harga, Promosi dan Kepuasan Konsumen ABSTRACT This study aimed to knowing the effect of service quality, price, and promotion towards customers satisfaction of Berlian Futsal. The study used quantitative descriptions. The sampling technique used pursposive sampling. The population in this study were all consumers who were permanent members or tenants at Berlian Futsal and obtained 87 respondents sample. The analytical method in this study is the analysis of the partial and simultaneous determination coefficients, as well as hypothesis testing with IBM SPSS Statistics 24. The result are partial effect contribution of service quality to the consumer?s satisfaction is 9.9%, price is 31.5%, and 0.3% for the promotion. Thus, the biggest or dominant contribution of partial influence is the price of 31.5%. The contribution of simultaneous influence of service quality, price and promotion is 41.2% while the rest is influenced by other variables which is not examined. Based on the results of hypothesis testing with an actual level (? = 5%), prove that promotion has a non-significant effect toward customer satisfaction, while the service quality and prices have a significant influence to the consumer satisfaction in Berlian Futsal partially. The results of the simultaneous hypothesis testing service quality, price and promotion have a significant influence on consumer satisfaction. Keywords : Service Quality, Price, Promotion and Customer Satisfaction
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, harga, dan promosi terhadap kepuasan konsumen Berlian Futsal. Penelitian menggunakan deskripsi kuantitatif. Teknik pengambilan sampel menggunakan pursposive sampling. Populasi di dalam penelitian ini adalah seluruh konsumen yang menjadi member atau penyewa tetap di Berlian Futsal dan mendapat sampel responden sebanyak 87 orang. Metode analisis dalam penelitian ini adalah analisis koefisien determinasi parsial dan simultan, serta uji hipotesis dengan IBM SPSS Statistic 24. Hasil penelitian ini adalah Kontribusi pengaruh parsial kualitas pelayanan terhadap kepuasan konsumen sebesar 9,9%, harga 31,5%, dan promosi 0,3%. Dengan demikian, kontribusi pengaruh parsial paling besar atau dominan adalah harga sebesar 31,5%. Kontribusi pengaruh simultan kualitas pelayanan, harga dan promosi sebesar 41,2% sedangkan sisanya dipengaruhi oleh variabel lain yang tidak diteliti. Berdasarkan hasil pengujian hipotesis dengan taraf nyata (? = 5%) terbukti bahwa kualitas pelayanan, harga dan promosi mempunyai pengaruh signifikan terhadap kepuasan konsumen Berlian Futsal, baik secara parsial maupun simultan. Kata Kunci : Kualitas Pelayanan, Harga, Promosi dan Kepuasan Konsumen ABSTRACT This study aimed to knowing the effect of service quality, price, and promotion towards customers satisfaction of Berlian Futsal. The study used quantitative descriptions. The sampling technique used pursposive sampling. The population in this study were all consumers who were permanent members or tenants at Berlian Futsal and obtained 87 respondents sample. The analytical method in this study is the analysis of the partial and simultaneous determination coefficients, as well as hypothesis testing with IBM SPSS Statistics 24. The result are partial effect contribution of service quality to the consumer?s satisfaction is 9.9%, price is 31.5%, and 0.3% for the promotion. Thus, the biggest or dominant contribution of partial influence is the price of 31.5%. The contribution of simultaneous influence of service quality, price and promotion is 41.2% while the rest is influenced by other variables which is not examined. Based on the results of hypothesis testing with an actual level (? = 5%), prove that promotion has a non-significant effect toward customer satisfaction, while the service quality and prices have a significant influence to the consumer satisfaction in Berlian Futsal partially. The results of the simultaneous hypothesis testing service quality, price and promotion have a significant influence on consumer satisfaction. Keywords : Service Quality, Price, Promotion and Customer Satisfaction
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