FREDIKA, ARFIDANO (2021) Pengaruh Kualitas Pelayanan, Fasilitas, Persepsi Harga Dan Lokasi Terhadap Kepuasan Konsumen Pada Cafe Kalodhangan Kebonsari Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Usaha coffe shop atau kedai kopi merupakan salah usaha yang sedang banyak diminati oleh pelaku usaha di Surabaya. Hal ini ditandai dengan menjamurnya coffee shop di seluruh sudut kota Surabaya. Banyaknya coffee shop yang bermunculan mengakibatkan para pemilik usaha berupaya untuk memenangkan persaingan. Oleh sebab itu, pengusaha coffee shop dituntut untuk memiliki kreativitas dalam menciptakan produk rasa minuman yang dijual, sehingga membedakan dengan produk minuman hasil jualan coffee shop lainnya dan dapat bertahan dalam persaingan.Uji instrumen data yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas. Teknik analisis dalam penelitian ini adalah analisis regresi linier berganda, koefisien determinasi (R2) dan pengujian hipotesis menggunakan uji t dan uji f.Tujuan dilakukanya penelitian ini sesuai dengan apa yang tercantum pada rumusan masalah, yakni untuk mengetahui peranan Kualitas Pelayanan, Fasilitas, Persepsi Harga, dan Lokasi dalam memengaruhi Kepuasan Konsumen. Penelitian diadakan di Cafe Kalodhangan yang berlokasi di Kebonsari Surabaya . Pengambilan sampel dilakukan dengan menyebarkan kuesioner sebanyak 100 orang responden. Penelitian ini menggunkan jenis penelitian kuantitatif. Teknik analisis yang digunakan adalah tenknik analisis regesi linier berganda untuk menguji hipotesis.Hasil dalam penelitian ini menunjukan bahwa Variabel terikat dengan masing-masing nilai t hitung variabel Kualitas Pelayanan (X1) sebesar 3.973, Fasilitas (X2) sebesar 5,436, Persepsi Harga (X3) sebesar 3.942, Lokasi (X4) sebesar 4.311, lebih besar daripada t tabel (1,98525), sedang nilai sig lebih kecil dari 0.005 maka dapat diartikan bahwa semua variabel bebas memiliki pengaruh positif dan signifikan terhadap Variabel terikat atau Kepuasan Konsumen (Y). Nilai uji F memiliki nilai probabilitas signifikansi sebesar 0,000 < 0,05, dimana variabel Kualitas Pelayanan (X1), Fasilitas (X2), Persepsi Harga (X3), dan Lokasi (X4) secara bersama-sama berpengaruh signifikan terhadap Kepuasan Konsumen pada Cafe Kalodhangan.Kesimpulan dalam penelitian ini adalah bahwa variabel independen Kualitas Pelayanan (X1) Fasilitas (X2) Persepsi Harga (X3) Lokasi (X4) berpengaruh signifikan terhadap variabel dependen Kepuasan Konsumen (Y) pada Cafe Kalodhangan. Sehingga hipotesis dalam penelitian ini diterima.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Service Quality, Facilities, Price Perception, Location, Consumer Satisfaction |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211600130 Arfidano Fredika |
| Date Deposited: | 20 Dec 2021 02:28 |
| Last Modified: | 20 Dec 2021 02:28 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/12759 |
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