Pengaruh Kualitas Pelayanan Kelengkapan Produk dan Promosi Terhadap Kepuasan Konsumen Toko Buku Gramedia Ciputra World Surabaya. (The Influence of Service Quality Product and Promotional Completeness Towards Bookstore Consumer Satisfaction Gramedia Ciputra World Surabaya).

Fadli, Imam (2018) Pengaruh Kualitas Pelayanan Kelengkapan Produk dan Promosi Terhadap Kepuasan Konsumen Toko Buku Gramedia Ciputra World Surabaya. (The Influence of Service Quality Product and Promotional Completeness Towards Bookstore Consumer Satisfaction Gramedia Ciputra World Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan , kelengkapan produk dan promosi terhadap kepuasan konsumen secara parsial dan simultan. Populasi dalam penelitian ini adalah seluruh konsumen yang berbelanja di Toko Buku Gramedia Ciputra World Surabaya. Contoh dalam penelitian ini menggunakan teknik simple random sampling dengan 100 responden. Metode pengumpulan yang saya gunakan adalah literatur review, observasi, dan penyebaran kuesioner tanggapan responden.Metode analisis data yang saya gunakan adalah uji validasi, uji reliabilitas, uji regresi berganda, uji analisis koefisien korelasi, dan uji parsial koefisien determinasi. Uji hipotesis digunakan untuk menguji analisis uji T dan F terhadap data dalam penelitian ini dengan menggunakan perangkat lunak SPSS 24. Pada penelitian ini analisis data yang digunakan dengan menggunakan data kuantitatif dan analisis linier berganda. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan (X1), kelengkapan produk (X2) dan promosi (X3) berpengaruh signifikan secara simultan terhadap kepuasan konsumen (Y) dengan nilai signifikansi F sebesar 0,000 < α = 0,05. Kualitas pelayanan (X1) berpengaruh signifikan terhadap kepuasan konsumen (Y) dengan nilai signifikansi t sebesar 0,000> α = 0,05. Kelengkapan produk (X2) berpengaruh signifikan terhadap kepuasan konsumen (Y) dengan nilai signifikansi t sebesar 0,024< α = 0,05. dan promosi (X3) berpengaruh signifikan terhadap kepuasan konsumen (Y) dengan nilai signifikansi t sebesar 0,014<α = 0,05. Kesimpulan berdasarkan penelitian ini adalah untuk menunjukkan bahwa kualitas pelayanan, kelengkapan produk dan promosi berpengaruh terhadap kepuasan konsumen, kualitas pelayanan lebih dominan terhadap kepuasan konsumen dari pada faktor promosi dan kelengkapan produk. Saran dari penelitian ini adalah tetap menjaga kualitas pelayanan dan lebih meningkatkan program promosi dan kelengkapan produk agar konsumen mendapatkan pengalaman berbelanja yang menyenangkan. Dari hasil penelitian ini, saya berharap ini akan menjadi penelitian yang bermanfaat dan bisa menjadi sumber referensi.

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