Pengaruh Persepsi Harga, Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Kunjungan Wisata Kuliner Pasar Malam Kodam Brawijaya V Surabaya. (The Influence of Price Perceptions, Product Quality and Service Quality on Consumer Satisfaction at Culinary Tourism Visits at the Brawijaya V Surabaya Regional Military Command).

Firstyanti, Lovy Dyanita (2023) Pengaruh Persepsi Harga, Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Kunjungan Wisata Kuliner Pasar Malam Kodam Brawijaya V Surabaya. (The Influence of Price Perceptions, Product Quality and Service Quality on Consumer Satisfaction at Culinary Tourism Visits at the Brawijaya V Surabaya Regional Military Command). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Lapangan milik Kodam Brawijaya V Surabaya merupakan lapangan luas yang dijadikan tempat wisata kuliner saat sore-malam hari. Beralamatkan di Jalan Raden Wijaya No.1, Sawunggaling, Kec. Wonokromo, Kota Surabaya pasar malam Kodam Brawijaya V Surabaya ini menyajikan berbagai macam makanan dan minuman. Wisata kuliner juga berpeluang sangat besar untuk menarik minat pengunjung, karena sejalan dengan perekonomian sekarang yang berdampak pada perluasan yang terkait dengan dunia bisnis, tren, gaya hidup, kreativitas dan budaya inovasi yang menakjubkan dalam pengolahan dan penyajian kuliner produk kuliner tradisional hingga penyajian kuliner modern. Penelitian ini bertujuan untuk menguji dan menganalisis Persepsi Harga, Kualitas Produk dan Kualitas Pelayanan terhadap kunjungan wisata kuliner pasar malam Kodam Brawijaya V Surabaya untuk meningkatkan Kepuasan Konsumen. Hipotesis pada penelitian ini adalah terdapat pengaruh terdahap Persepsi Harga, Kualitas Produk dan Kualitas Pelayanan terhadap Kepuasan Konsumen. Pengumpulan data dilakukan dengan menyebar kuesioner dan diberikan kepada 100 responden. Analisis ini menggunakan bantuan Aplikasi SPSS versi 22. Teknik analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi liner berganda dan analisis determinasi. Sedangkan untuk uji hipotesis yang digunakan adalah uji t dan uji F. Hasil yang diperoleh dari penelitian ini dari analisis regresi linier berganda adalah Y = 5,242 + 0,198 X1 + 0,132 X2 + 0,162 X3 + 1,943. Hasil hipotesis uji t menunjukkan semua variabel Persepsi Harga, Kualitas Produk dan Kualitas Pelayanan secara parsial memiliki pengaruh terhadap Kepuasan Konsumen. Hasil uji F menunjukkan bahwa Persepsi Harga, Kualitas Produk dan Kualitas Pelayanan secara simultan memiliki pengaruh signifikan terhadap Kepuasan Konsumen.

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