The Influence of Service Quality, Price and Location on Customer Satisfaction (Study on Three R Angkringan)

Saifuddin, Rifqi and Prof. Dr. Drs. Muhammad Saifi, M.Si (2024) The Influence of Service Quality, Price and Location on Customer Satisfaction (Study on Three R Angkringan). Sarjana thesis, Universitas Brawijaya.

Abstract

Kepuasan pelanggan merupakan prioritas utama dari suatu bisnis yang dapat berpengaruh besar terhadap kesuksesan bisnis perusahaan. Tujuan penelitian ini yaitu untuk menganalisis pengaruh secara parsial dan simultan kualitas pelayanan, harga dan lokasi terhadap kepuasan pelanggan Angkringan Three R. Faktor-faktor yang dapat mempengaruhi kepuasan pelanggan yaitu kualitas pelayanan, harga dan lokasi. Jenis penelitian ini menggunakan metode kuantitatif dengan menggunakan data primer dan data sekunder. Populasi pada penelitian ini adalah pelanggan yang telah membeli di Angkringan Three R minimal sebanyak 2 kali yaitu sebanyak 155 orang. Penentuan sampel dalam penelitian ini menggunakan teknik purposive sampling dan dihitung menggunakan rumus slovin yang menghasilkan sampel sebanyak 112 orang. Metode yang digunakan dalam pengumpulan data pada penelitian ini yaitu dengan melakukan wawancara, observasi, kuesioner, dan studi pustaka. Teknik analisis data yang diguanakan dalam penelitian ini yaitu analisis deskriptif dan analisis statistik yang terdiri atas uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji linieritas, analisis regresi linier berganda, uji hipotesis t dan f, serta uji koefisien determinasi. Hasil penelitian ini dinyatakan bahwa secara parsial dan simultan variabel kualitas pelayanan, harga, dan lokasi secara simultan berpengaruh signifikan terhadap kepuasan pelanggan angkringan Three R.

English Abstract

Customer satisfaction is the main priority of a business which can have a big influence on the company's business success. The aim of this research is to analyze the partial and simultaneous influence of service quality, price and location on customer satisfaction at Angkringan Three R. Factors that can influence customer satisfaction are service quality, price and location. This type of research uses quantitative methods using primary data and secondary data. The population in this study were customers who had purchased at Angkringan Three R at least twice, namely 155 people. Determining the sample in this study used a purposive sampling technique and was calculated using the Slovin formula which resulted in a sample of 112 people. The methods used in collecting data in this research were interviews, observations, questionnaires and literature studies. The data analysis techniques used in this research are descriptive analysis and statistical analysis consisting of validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, linearity tests, multiple linear regression analysis, t and f hypothesis tests, and coefficient of determination tests. . The results of this research state that partially and simultaneously the variables of service quality, price and location simultaneously have a significant effect on Three R angkringan customer satisfaction.

Item Type:	Thesis (Sarjana)
Identification Number:	0524030104
Uncontrolled Keywords:	Kualitas Pelayanan, Harga, Lokasi, Kepuasan Pelanggan
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Unnamed user with username nova
Date Deposited:	28 May 2024 07:12
Last Modified:	28 May 2024 07:12
URI:	http://repository.ub.ac.id/id/eprint/219262

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