PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DARI ES COKELAT YANG POPULER DI SURAKARTA

Filar, Mukhammad Akmal Filardi (2024) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DARI ES COKELAT YANG POPULER DI SURAKARTA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menentukan pengaruh Kualitas Produk, Persepsi Harga, dan Kualitas Layanan terhadap Kepuasan Pelanggan Es Cokelat Populer di Surakarta. Populasi dalam penelitian ini adalah konsumen Ngetop Ice Chocolate yang berada di Surabaya dan telah membeli produk tersebut lebih dari satu kali. Penelitian ini juga bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga, dan kualitas layanan terhadap kepuasan pelanggan untuk Es Coklat Ngetop di Surakarta. Kualitas produk diukur berdasarkan rasa, penampilan, dan konsistensi es cokelat yang disajikan. Persepsi harga dipahami sebagai pandangan pelanggan tentang nilai produk dibandingkan dengan harga yang mereka bayar. Kualitas layanan dinilai dari daya tanggap, kompetensi, dan keandalan layanan yang diberikan oleh penjual. Jenis data yang digunakan dalam penelitian ini adalah data kuantitatif. Teknik pengambilan sampel dalam penelitian ini digunakan secara tidak sengaja dengan sampel 100 responden. Teknik pengumpulan data menggunakan metode kuesioner dan analisis data dalam penelitian ini menggunakan metode tes t dan tes f. Dalam penelitian ini, hasilnya menunjukkan bahwa kualitas produk, persepsi harga, dan kualitas layanan sebagian memiliki efek positif dan signifikan pada kepuasan pelanggan. Secara bersamaan, ketiga variabel independen ini memiliki efek positif dan signifikan pada kepuasan pelanggan Berdasarkan hasil tes SPSS versi 29 F, semua variabel independen secara bersamaan mempengaruhi kepuasan pelanggan. berdasarkan hasil tes t, ini menunjukkan bahwa variabel kualitas produk memiliki efek positif dan signifikan pada kepuasan pelanggan, variabel persepsi harga memiliki efek positif dan signifikan pada kepuasan pelanggan, dan variabel kualitas layanan memiliki efek positif dan signifikan pada kepuasan pelanggan

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