Pertiwi, Puri Gita (2020) PENGARUH CITRA PERUSAHAAN, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN (STUDI PADA PELANGGAN DI KEDAI UNGU KALIWUNGU). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini memiliki tujuan yaitu mengetahui pengaruh citra perusahaan, kualitas produk, persepsi harga, terhadap kepuasan pelanggan di Kedai Ungu Kaliwungu, Kedai ungu Kaliwungu merupakan kedai atau restoran yang ada di kabupaten Kendal. Kedai Ungu terus mengalami tingkat kenaikan jumlah produk yang terjual setiap tahunnya, yang sebelumnya hanya terdapat belasan menu di tahun 2015 sekarang sudah mencapai ratusan menu di tahun 2019. Maka dari itu saya tertarik untuk mengambil sampel sebanyak 100 responden di Kedai Ungu Kaliwungu karena dengan jumlah 100 responden penelitian di katakan sudah akurat. Metode pengumpulan data dilakukan dengan cara mengisi kuesioner dengan beberapa kriteria yaitu: pelanggan yang sudah berkunjung di Kedai Ungu Kaliwungu minimal 3x, usia minimal 17 tahun, selain itu adalah pelanggan yang menjadi masyarakat di seluruh Kabupaten Kendal. Setelah data terkumpul kemudian data di olah menggunakan berbagai rumus yang ada di SPPS, penelitian ini menggunakan SPSS versi 23. Rumus untuk mengolah data antara lain : uji t, regresi linier,validitas,reliabilitas, determinasi, uji F. Hasil yang di dapat dalam pengolahan data ialah : Citra Perusahaan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan Kedai Ungu Kaliwungu, Kualitas Produk berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan Kedai Ungu Kaliwungu, Persepsi harga berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan Kedai Ungu Kaliwungu. Hasil tersebut dapat di buktikan dalam pembahasan (bab 4). This study aims to determine the effect of company image, product quality, price perception, on customer satisfaction at Kedai Ungu Kaliwungu, Kedai Ungu Kaliwungu is a restaurant or shop in Kendal district. Kedai Ungu continues to experience an increase in the number of products sold each year, which previously only had a dozen menus in 2015 now have reached hundreds of menus in 2019. Therefore I am interested in taking a sample of 100 respondents in Kedai Ungu Kaliwungu because of the number 100 Research respondents said it was accurate. The method of data collection is carried out by filling out a questionnaire with several criteria, namely: customers who have visited at the Ungu Ungu Kaliwungu at least 3 times, at least 17 years old, in addition to that customers who are members of the community throughout Kendal Regency. After the data is collected then the data is processed using various formulas in SPPS, this study uses SPSS version 23. Formulas for processing data include: t test, linear regression, validity, reliability, determination, F test. The results obtained in data processing are: Company Image has a positive and significant effect on Kedai Ungu Kaliwungu's Customer Satisfaction, Product Quality has a positive and significant impact on Kedai Ungu Kaliwungu's Customer Satisfaction, Price perception has a positive and significant effect on Kedai Ungu Kaliwungu's Customer Satisfaction. These results can be proven in the discussion (chapter 4).
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1545 NIM.16.05.51.0050 |
| Uncontrolled Keywords: | Citra Perusahaan, Kualitas Produk, Persepsi Harga, Kepuasan Pelanggan |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Akuntansi |
| Depositing User: | F Fahmi |
| Date Deposited: | 11 May 2020 02:39 |
| Last Modified: | 11 May 2020 02:39 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6725 |
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