Pandita, Muhammad Gandhi Yoga (2023) PENGARUH KUALITAS PRODUK, HARGA, DAN PELAYANAN TERHADAP KEPUASAN KONSUMEN DI KEDAI KOPI SUROLOYO, SAMIGALUH, KULON PROGO. Other thesis, UPN "Veteran" Yogyajarta.
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Abstract
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MUHAMMAD GANDHI YOGA PANDITA. 2023. PENGARUH KUALITAS
PRODUK, HARGA, DAN PELAYANAN TERHADAP KEPUASAN
KONSUMEN DI KEDAI KOPI SUROLOYO, SAMIGALUH, KULON PROGO.
Di bawah arahan Nanik Dara Senjawati dan Indah Widowati
ABSTRAK
Penelitian ini bertujuan untuk (1) mendeskripsikan kualitas produk, harga,
pelayanan, dan kepuasan konsumen, (2) menganalisis pengaruh kualitas produk,
harga, dan pelayanan terhadap kepuasan konsumen di Kedai Kopi Suroloyo.
Metode yang digunakan adalah metode penelitian kuantitatif dengan pendekatan
studi kasus. Metode pengambilan responden menggunakan metode nonprobability
sampling dengan teknik accidental sampling berjumlah 50 responden. Sumber data
yang digunakan adalah data primer dan data sekunder. Teknik pengumpulan data
menggunakan wawancara, kuesioner, dan dokumentasi. Teknis analisis data dengan
analisis deskriptif dan analisis regresi linier berganda. Hasil menunjukan (1)
variabel kualitas produk termasuk dalam kategori sangat tinggi, sedangkan variabel
harga dan pelayanan termasuk dalam kategori tinggi, (2) variabel kualitas produk
dan pelayanan berpengaruh, sedangkan variabel harga tidak berpengaruh terhadap
kepuasan konsumen kedai kopi suroloyo.
Kata Kunci : Kualitas Produk, Harga, Pelayanan, Kepuasan, Kedai Kopi, Suroloyo
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MUHAMMAD GANDHI YOGA PANDITA. 2023. THE EFFECT OF
PRODUCT QUALITY, PRICE, AND SERVICE ON CUSTOMER
SATISFACTION AT SUROLOYO COFFEE SHOP, SAMIGALUH, KULON
PROGO. Under the direction of Nanik Dara Senjawati and Indah Widowati
ABSTRACT
This study aims to (1) descrypt product quality, price, service, and customer
satisfaction, (2) analyze the effect of product quality, price, and service on
consumer satisfaction at Suroloyo Coffee Shop. The method used is a quantitative
research method with a case study approach. The method of taking respondents
uses the nonprobability sampling method with accidental sampling techniques
totaling 50 respondents. The data sources used are primary data and secondary
data. Data collection techniques use interviews, questionnaires, and
documentation. Technical data analysis with descriptive analysis and multiple
linear regression analysis. The results show that (1) the product quality variable is
included in the very high category, while the price and service variable is included
in the high category, (2) the product and service quality variable has an effect,
while the price variable has no effect on the satisfaction of suroloyo coffee shop
consumers.
Keywords : Product Quality, Price, Service, Satisfaction, Coffee Shop, Suroloyo
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Product Quality, Price, Service, Satisfaction, Coffee Shop, Suroloyo |
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Faculty of Medicine, Health and Life Sciences > School of Biological Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 23 Aug 2023 02:25 |
| Last Modified: | 23 Aug 2023 02:25 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/37070 |
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