PENGARUH HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi kasus pada Alfamart Damai Raya, Petukangan Selatan, Jakarta Selatan)

SYAHADI, RENDY (2020) PENGARUH HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi kasus pada Alfamart Damai Raya, Petukangan Selatan, Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Alfamart is a supermarket chain that has many branches in Indonesia. This retail business is a business that is growing and in great demand. This makes competition in the retail business even tighter. This competition makes companies in the retail sector try to retain their customers and become the customer's retail choice. Service providers must understand the needs and desires of customers in terms of service so they feel satisfied. The sampling of this study was purposive sampling technique, the questionnaire was distributed directly to 200 respondents. Data analysis using Partial Least Square (PLS), by testing the outer model, inner model with a significant level of 0.05 (5%) = 1.96. The results showed that the price and quality of service variables had a positive and significant effect. While the location variable does not affect customer satisfaction at Alfamart Damai Raya. That is because the closer the location of the campus environment, and residential areas, the customer would choose a minimarket near location with their environment. Keywords: price; location; service quality; customer satisfaction Alfamart adalah jaringan toko swalayan yang memiliki banyak cabang di Indonesia. Bisnis ritel ini merupakan bisnis yang semakin berkembang dan banyak diminati. Hal tersebut membuat persaingan pada bisnis ritel semakin ketat. Persaingan tersebut membuat perusahaan-perusahaan di bidang ritel berusaha untuk mempertahankan pelanggannya dan menjadi ritel pilihan pelanggan. Pemberi jasa harus memahami kebutuhan dan keinginan pelanggan dari segi pelayanan sehingga mereka merasa puas. Oleh karena itu, peneliti akan mengkaji seberapa besar kepuasan pelanggan Alfamart terhadap harga, lokasi, dan kualitas pelayanan yang diberikan oleh Alfamart Damai Raya Petukangan Selatan, Jakarta Selatan. Metode pengambilan sampel penelitian ini dengan teknik purposive sampling, kuesioner disebarkan secara langsung kepada 200 responden. Analisis data menggunakan Partial Least Square (PLS), dengan menguji outer model, inner model dengan tingkat signifikan 0,05 (5%) = 1,96. Hasil penelitian menunjukan bahwa variabel harga dan kualitas pelayanan berpengaruh positif dan signifikan. Sedangkan variabel lokasi tidak berpengaruh terhadap kepuasan pelanggan di Alfamart Damai Raya. Hal tersebut dikarenakan semakin dekat lokasi dari lingkungan kampus, dan pemukiman warga, maka pelanggan akan memilih minimarket yang dekat lokasinya dengan lingkungan mereka. Kata kunci : harga; lokasi; kualitas pelayanan; kepuasan pelanggan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 595
NIM: 43115010183
Uncontrolled Keywords: harga; lokasi; kualitas pelayanan; kepuasan pelanggan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 09 Jan 2020 07:52
Last Modified: 10 Jan 2020 03:07
URI: http://repository.mercubuana.ac.id/id/eprint/53397

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