PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA PEMBELIAN IKAN NILA MERAH (STUDI KASUS UMKM NILA PLAOSAN DESA TLOGOADI)

AZHARI, MUHAMMAD HILMY RAIHAN (2024) PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA PEMBELIAN IKAN NILA MERAH (STUDI KASUS UMKM NILA PLAOSAN DESA TLOGOADI). Other thesis, UPN Veteran Yogyakarta.

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Abstract

MUHAMMAD HILMY RAIHAN AZHARI . 2024. Pengaruh Kualitas Produk, Harga,
dan Kualitas Pelayanan Terhadap Kepuasan Konsumen pada Pembelian Ikan Nila
Merah (Studi Kasus UMKM Nila Plaosan Desa Tlogoadi). Di bawah arahan Nanik
Dara Senjawati
ABSTRAK
Tujuan dari penelitian adalah mendeskripsikan tingkat kepuasan konsumen, kualitas
produk, harga, dan kualitas pelayanan di UMKM Nila Plaosan serta menganalisis
pengaruh kualitas produk, harga, dan kualitas pelayanan terhadap kepuasan konsumen
UMKM Nila Plaosan.di UMKM Nila Plaosan. Jenis penelitian adalah penelitian
deskriptif. Untuk uji coba instrumen pada penelitian adalah dengan menggunakan uji
validitas dan reabilitas. Penelitian ini adalah penelitian kuantitatif dengan teknik
analisis regresi linier berganda. Hasil dari regresi kemudian akan dianalisis dengan
menggunakan koefisien determinasi, Uji t, dan Uji F. Hasil menunjukkan Variabel
kepuasan konsumen bedasarkan penilaian konsumen berada pada tingkat tinggi yakni
82,56%, variabel kualitas produk berada pada tingat sangat tinggi yaitu sebesar
88,78%, variabel harga berada pada tingkat tinggi yakni sebesar dan 81,2%. Sedangkan
variabel kualitas pelayanan bernilai sangat tinggi yakni dam 88,2%. Sedangkan
Variabel Kualitas Produk, Harga, dan Kualitas Pelayanan berpengaruh terhadap
kepuasan konsumen pada pembelian Ikan Nila Merah di UMKM Nila Plaosan.
Kata kunci: Kualitas produk, Harga, Kualitas Pelayanan, Kepuasan Konsumen,
Regresi Linier Berganda
MUHAMMAD HILMY RAIHAN AZHARI . 2024. The Effect of Product Quality,
Price, and Service Quality on Consumer Satisfaction in the Purchase of Red Tilapia
(Case Study of Plaosan Tilapia MSMEs in Tlogoadi Village). Supervised by Nanik
Dara Senjawati
ABSTRACT
The aim of the research is to describe the levels of customer satisfaction, product
quality, price, and service quality regarding purchase satisfaction at UMKM Nila
Plaosan and to analyze the influence of product quality, price, and service quality on
customer satisfaction at UMKM Nila Plaosan. This research is descriptive in nature.
The instrument testing in the study involves validity and reliability tests. This research
is quantitative, utilizing multiple linear regression analysis. The regression results are
then analyzed using the coefficient of determination, t-test, and F-test. The findings
show that The consumer satisfaction variable based on consumer assessment is at a
high level of 82.56%, the product quality variable is at a very high level of 88.78%,
and the price variable is at a high level of 81.2%. Meanwhile, the variable of service
quality has a very high value, namely 88.2%. The variables of product quality, price,
and service quality collectively influence customer satisfaction by 58.4%. Individually,
the variables of product quality, price, and service quality significantly affect customer
satisfaction in the purchase of Red Tilapia at UMKM Nila Plaosan.
Keyword: Product Quality, Price, Service Quality, Customer Satisfaction, Multiple
Linear Regression

Item Type: Thesis (Other)
Uncontrolled Keywords: Product Quality, Price, Service Quality, Customer Satisfaction, Multiple Linear Regression
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Medicine, Health and Life Sciences > School of Biological Sciences
Depositing User: Eko Yuli
Date Deposited: 08 Aug 2024 02:15
Last Modified: 08 Aug 2024 02:15
URI: http://eprints.upnyk.ac.id/id/eprint/40646

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