Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Produk Minuman ESQUE Di Kota Malang

Tanjaya, Lucia Maharani (2023) Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Produk Minuman ESQUE Di Kota Malang. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Saat ini, di tengah kesibukan yang padat karena bekerja dan beraktivitas, banyak masyarakat membutuhkan tempat untuk sekedar bersantai menikmati minuman bersama teman maupun keluarganya. Banyak pengusaha yang membuka bisnis minuman dikarenakan minuman merupakan kebutuhan pokok setiap orang. Di Indonesia, selain mengonsumsi air mineral, masyarakat juga mengonsumsi susu. Populernya susu membuat banyak pengusaha pada bidang minuman mulai mencoba inovasi baru dalam bisnisnnya. Contoh inovasi susu yang populer adalah susu yang dikombinasikan dengan bubuk perasa yang dilarutkan dengan air dan toping yang biasa dikenal dengan bubble atau boba. Guna menarik pelanggan penting bagi setiap perusahaan untuk selalu meningkatkan kualitas produknya. Penelitian ini bertujuan untuk membuktikan dan menganalisis pengaruh dari Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Produk Minuman ESQUE Di Kota Malang. Sampel diambil sebanyak 60 responden berdasarkan metode accidental sampling. Sedangkan uji asumsi klasik yang digunakan antara lain, uji normalitas, uji multikolinieritas dan uji heteroskedastisitas. Hasil penelitian menunjukkan bahwa Kualitas Produk dan Kualitas Pelayanan berpengaruh signifikan terhadap Kepuasan Konsumen. Penelitian ini juga menjelaskan bahwa Kepuasan Konsumen di pengaruhi model sebesar 96,1%, sedangkan sisanya 3,9% dipengaruhi oleh variabel atau faktor lain yang tidak diteliti dalam penelitian ini. Teknik analisis yang digunakan adalah analisis regresi linier berganda serta Uji T dan Uji F untuk menguji hipotesis. Kata Kunci: Kualitas Produk, Kualitas Pelayanan, Kepuasan Konsumen

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kualitas Produk, Kualitas Pelayanan, Kepuasan Konsumen
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User: 1211800111 Lucia Maharani Tanjaya
Date Deposited: 02 Jul 2026 10:24
Last Modified: 02 Jul 2026 10:24
URI: http://repository.untag-sby.ac.id/id/eprint/22846

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