Lestari, Mellynia (2025) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PIZZA HUT INDONESIA (Survei Pada Pelanggan Pizza Hut Cabang Pos Pengumben). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Kepuasan pelanggan merupakan faktor penting dalam keberlangsungan suatu bisnis, terutama dalam industri makanan cepat saji. Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh kualitas pelayanan terhadap kepuasan pelanggan Pizza Hut Indonesia, khususnya pada cabang Pos Pengumben. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei, di mana data dikumpulkan melalui kuesioner yang disebarkan kepada 100 responden. Variabel independen dalam penelitian ini adalah kualitas pelayanan yang terdiri dari 5 dimensi: Reliability (Kehandalan), Responsiveness (Ketanggapan), Assurance (Jaminan), Empathy (Empati), dan Tangible (Berwujud). Sedangkan variabel dependen yaitu kepuasan pelanggan yang terdiri dari 7 dimensi: Produk, Harga, Promosi, Lokasi, Pelayanan Karyawan, Fasilitas, dan Suasana. Metode analisis dalam penelitian ini yaitu uji korelasi, uji validitas, uji reliabilitas, uji regresi linear sederhana, dan uji hipotesis F. Hasil analisis regresi linear sederhana dengan menggunakan olah data SPSS 25 menunjukkan bahwa kualitas pelayanan memiliki pengaruh postif dan signifikan terhadap kepuasan pelanggan dengan koefisien determinasi sebesar 0,859 yang artinya 85,9% bahwa variabel kualitas pelayanan mempengaruhi variabel kepuasan pelanggan. Sedangkan pada hasil uji F dengan tingkat signifikan 0,000 kurang dari 0,05 sehingga dikatakan bahwa kualitas pelayanan berpengaruh positif terhadap kepuasan pelanggan. Customer satisfaction is a crucial factor in the sustainability of a business, especially in the fast-food industry. This study aims to determine the extent to which service quality influences customer satisfaction at Pizza Hut Indonesia, specifically at the Pos Pengumben branch. The research method used is quantitative with a survey approach, where data was collected through questionnaires distributed to 100 respondents. The independent variable in this study is service quality, which consists of five dimensions: Reliability, Responsiveness, Assurance, Empathy, and Tangibles. Meanwhile, the dependent variable is customer satisfaction, which consists of seven dimensions: Product, Price, Promotion, Location, Employee Service, Facilities, and Atmosphere. The analytical methods used in this study include correlation tests, validity tests, reliability tests, simple linear regression analysis, and F hypothesis testing. The results of the simple linear regression analysis using SPSS 25 indicate that service quality has a positive and significant influence on customer satisfaction, with a determination coefficient of 0.859, meaning that 85.9% of the customer satisfaction variable is influenced by the service quality variable. Additionally, the results of the F-test show a significance level of 0.000, which is less than 0.05, indicating that service quality positively affects customer satisfaction.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44219120074 |
| Uncontrolled Keywords: | Kualitas Pelayanan, Kepuasan Pelanggan, Restoran Cepat Saji, Industri Makanan, Pizza Hut Service Quality, Customer Satisfaction, Fast Food Restaurant, Food Industry, Pizza Hut |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 350 Public Administration and Military Science/Administrasi Negara dan Ilmu Kemiliteran > 354 Administration of Economy/Departemen Perekonomian > 354.7 Administration of Commerce, Communications, Transportation/Administrasi Perdagangan, Komunikasi, Transportasi |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 17 Jan 2026 07:29 |
| Last Modified: | 17 Jan 2026 07:29 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100589 |
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