MisbahulMa`ruf, Muhammad (2016) Pemodelan Kepuasan Konsumen Cafe di Kota Malang Menggunakan Metode Generalized Structured Component Analysis (GSCA) (Studi Kasus Mahasiswa POLTEKKES KEMENKES Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan bisnis cafe di Kota Malang sangat signifikan jumlahnya. Dinas Pendapatan Kota Malang mencatat terjadi peningkatan jumlah cafe pada tahun 2013 dan 2014 yaitu 536 dan 628. Cafe merupakan tempat menikmati makanan dan minuman sambil melihat hiburan. Penelitian ini fokus pada tingkat kepuasan mahasiswa POLTEKKES yang berkunjung ke cafe di Kota Malang. Tujuan penelitian ini adalah mengetahui perilaku konsumen mahasiswa dan menentukan faktor terpenting yang mempengaruhi tingkat kepuasan konsumen. Pada penelitian pendahuluan telah ditentukan faktor yang mempengaruhi tingkat kepuasan konsumen yaitu kualitas pelayanan, kualitas produk, harga dan kepuasan konsumen. Penelitian ini menggunakan metode GSCA untuk memodelkan dan membantu menentukan faktor utama yang digunakan untuk mengukur kepuasan konsumen. Responden dalam penelitian ini sebanyak 91. Hasil kuesioner diuji validitas, reliabilitas dan linieritas untuk mengetahui keakuratan data dan dilakukan uji menggunakan GSCA. Berdasarkan hasil pengukuran model diketahui nilai average variance exracted (AVE) dari masing-masing variabel yaitu kualitas pelayanan (0,562), kualitas produk (0,588), harga (0,564) dan kepuasan konsumen (0,666). Faktor yang paling berpengaruh dalam penelitian ini adalah kualitas pelayanan terhadap harga (nilai critical ratio 3,41) dan harga terhadap kepuasan konsumen (nilai critical ratio 2,38). Harga memiliki peranan sebagai mediator antara kualitas pelayanan, kualitas produk dan kepuasan konsumen. Nilai FIT yang dapat dijelaskan oleh variabel dalam penelitian ini adalah 43,5% dan sisanya dijelaskan oleh variabel di luar dari penelitian.
English Abstract
Cafe business in Malang has increased significantly. Local Revenue Service of Malang recorded an increasing number of cafes in the year 2013 and 2014 are 536 and 628. Cafe is a place to enjoy food and drinks while watching the entertainment. This study focused on the level of POLTEKKES student satisfaction who visited the cafe in the city of Malang. This study were aimed to determine the behavior of student consumers and determine the most important factors affecting the level of customer satisfaction. In preliminary research, it factors affecting the level of customer satisfaction were determined, i.e. the service quality, product quality, price and customer satisfaction. GSCA was used to model and help determine the main factors used to measure customer satisfaction. Respondents in this research were 91. The results of the questionnaire was tested on the validity, reliability and linearity to determine the accuracy of the data and then GSCA carried out. The results of the research showed that was average variance exracted (AVE) value of each variable were 0,562 for service quality, 0,588 for product quality, 0,564 for price and 0,666 for customer satisfaction. The most influential factor in this study was the service quality to price (critical ratio 3,41) and price to consumer satisfaction (critical ratio 2,38). Price has a role as mediator between the quality service, product quality and consumer satisfaction. FIT value can be explained by the variables in this research was 43,5% and the rest was explained by variables outside of research.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2016/719/051700165 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Hasil Pertanian |
| Depositing User: | Sugiantoro |
| Date Deposited: | 07 Feb 2017 14:12 |
| Last Modified: | 25 Oct 2021 02:26 |
| URI: | http://repository.ub.ac.id/id/eprint/151268 |
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