Kumalasari, Titin Novita (2020) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, KUALITAS LAYANAN DAN SUASANA KAFE TERHADAP KEPUASAN PELANGGAN (Studi pada Pelanggan Canoffee Coffee). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, persepsi harga, kualitas layanan dan suasana kafe terhadap kepuasan pelanggan. Objek yang dilakukan dalam penelitian ini adalah Canoffee Coffee yang merupakan salah satu Coffee shop yangaberada di Semarang. Adapun metode penelitian yang digunakan adalah deskriptif kuantitatif. Populasi dalam penelitian ini adalah semua pengunjung Canoffeee Coffee. Sampel penelitian ini adalah 100 responden dengan menggunakan teknik purposive sampling. Data yang digunakan dalam penelitian ini adalah data primer dan sekunder, dengan cara membagikan kuesioner kepada pelanggan serta mewawancarai pihak Canoffee Coffee. Hasil penelitian menunjukkan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan, Persepsi Harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan, Kualitas Layanan berpengaruh positif tetapi tidak signifikan terhadap kepuasan pelanggan, dan Suasana Kafe berpengaruh positif tetapi tidak signifikan terhadap kepuasan pelanggan. ABSTRACT This study aims to examine the effect of product quality, price perception, service quality and cafe atmosphere on customer satisfaction. The object of this research is Canoffee Coffee, which is one of the coffee shops in Semarang. The research method used is descriptive quantitative. The population in this study were all visitors to Canoffeee Coffee. The sample of this research is 100 respondents using purposive sampling technique. The data used in this study are primary and secondary data, by distributing questionnaires to customers and interviewing Canoffee Coffee. The results showed that product quality has a positive and significant effect on customer satisfaction, price perception has a positive and significant effect on customer satisfaction, service quality has a positive but not significant effect on customer satisfaction, and cafe atmosphere has a positive but not significant effect on customer satisfaction.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1740 NIM 16.05.51.0187 |
| Uncontrolled Keywords: | Kata kunci: Kualitas Produk, Persepsi Harga, Kualitas Layanan, Suasana Kafe dan Kepuasan Pelanggan. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 09 Nov 2020 02:36 |
| Last Modified: | 09 Nov 2020 02:36 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7359 |
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