Pengaruh Kualitas Layanan dan Kualitas Produk Terhadap Kepuasan Pelanggan Bebek Sinjay Bangkalan Madura

Husniyah, Millatun (2019) Pengaruh Kualitas Layanan dan Kualitas Produk Terhadap Kepuasan Pelanggan Bebek Sinjay Bangkalan Madura. Undergraduate thesis, Untag 1945 Surabaya.

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Abstract

The development of the business world in Indonesia that is currently developing is very rapid, the company's ability to position its products well with consumers is the key to the success of marketing the products offered by managing its management concepts that are oriented towards guaranteed quality of products and services. This study aims to determine the effect of service quality and product quality on customer satisfaction both simultaneously and partially and which is more dominant, this study was conducted at the Sinjay Bangkalan Madura duck restaurant with a population of customers from Sinjay duck restaurant and a sample of 100 respondents from customers Sinjay Duck house. Data testing techniques used in this study include validity test, reliability test and hypothesis testing using multiple linear regression analysis and determination coefficient R2 test using SPSS version 16 computer application. Based on the results of data analysis, the multiple linear regression equation obtained is as follows : Y = 3.847 + 0.277 X1 + 0.505 X2 + e From the multiple linear regression equation, it can be seen that service quality and product quality variables have a significant effect on customer satisfaction at Sinjay Bangkalan Madura duck house. The F test results show that all independent variables have a significant effect on customer satisfaction because Fcount is greater than Ftable, the results of the T test, have a positive and significant effect on customer satisfaction because Thitung is greater than T table. The value of the multiple determination coefficient (R square) is 65.2% which shows the variable customer satisfaction can be explained by the independent variables of services and products, while the remaining 34.8% is explained by other variables. From the explanation above, it can be concluded that this study shows that the quality of service and product variables have a simultaneous and partial effect on customer satisfaction. Judging from the T test table, the koefition beta of the product value is greater than the service, namely the product of 0,547 and service 0,315. These results indicate that the product has a more dominant influence on customer satisfaction in the Sinjay Bangkalan Madura duck house.

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