RAHAYU, KARINA (2020) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN (Studi pada Restoran Cepat Saji KFC BSB Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menganalisis masing - masing pengaruh kualitas produk, persepsi harga, dan kualitas layanan terhadap loyalitas pelangganKentucky Fried Chicken BSB Semarang. Populasi dalam penelitian ini adalah pelanggan yang melakukan pembelian di Kentucky Fried Chicken BSB Semarang dengan sampel sebanyak100 pelanggan. Teknik pengambilan sampel menggunakan purposive sampling. Data yang digunakan adalah data primer dan sekunder. Untuk mendapatkan data primer menggunakan kuisioner dan data sekunder diperoleh dengan menggunakan studi pustaka. Data penelitian diolah dengan menggunakan bantuan Program SPSS versi 22. Berdasarkan pada uji instrumen penelitian menunjukan, bahwa semua indikator dinyatakan valid dan semua variabel dinyatakan reliabel. Berdasarkan uji t dan koefesien regresi menunjukan, bahwa kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan, persepsi harga berpengaruh posistif dan signifikan terhadap loyalitas pelanggan, dan kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan di Kentucky Fried Chicken BSB Semarang. This study aims to analyze the effect of each product quality, price perception, and service quality on customer loyalty Kentucky Fried Chicken BSB Semarang. The population in this study are customers who make purchases at Kentucky Fried Chicken BSB Semarang with a sample of 100 customers. The sampling technique uses purposive sampling. The data used are primary and secondary data. To get primary data using questionnaires and secondary data obtained using literature study. The research data were processed using SPSS version 22. Based on the research instrument test, it was shown that all indicators were declared valid and all variables were declared reliable. Based on the t test and regression coefficients showed that product quality has a positive and significant effect on customer loyalty, perceived price has a positive and significant effect on customer loyalty, and service quality has a positive and significant effect on customer loyalty in Kentucky Fried Chicken BSB Semarang.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1618 NIM.15.05.51.0041 |
| Uncontrolled Keywords: | Kualitas Produk, Persepsi Harga, Kualitas Layanan dan Kepuasan Pelanggan. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Farida Sri Endaryani |
| Date Deposited: | 11 May 2020 03:28 |
| Last Modified: | 11 May 2020 03:28 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6734 |
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