ANALISIS KUALITAS PRODUK, KUALITAS PELAYANAN, DAN DIGITAL MARKETING TERHADAP KEPUASAN KONSUMEN MCDONALD’S DI MASA PANDEMI COVID-19 (Studi Pada McDonald’s Karang Tengah)

LESTARI, FITRI INDAH (2022) ANALISIS KUALITAS PRODUK, KUALITAS PELAYANAN, DAN DIGITAL MARKETING TERHADAP KEPUASAN KONSUMEN MCDONALD’S DI MASA PANDEMI COVID-19 (Studi Pada McDonald’s Karang Tengah). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted with the aim of knowing whether there is an effect of 1) Product Quality on Customer Satisfaction; 2) Service Quality on Customer Satisfaction; 3) Digital Marketing on Customer Satisfaction during the Covid-19 pandemic. This study used 150 samples with quantitative methods and distributed questionnaires to McDonald’s consumers in Karang Tengah, which then processed the data using the Partial Least Square (PLS) analysis tool on the SmartPLS 3.0 application. The results of this study state that Product Quality and Service Quality significantly influence Customer Satisfaction. Meanwhile Digital Marketing does not have a positive effect on Customer Satisfaction. Keywords: Product Quality, Service Quality, Digital Marketing, Customer Satisfaction Penelitian ini dilakukan dengan tujuan untuk mengetahui ada tidaknya pengaruh dari 1) Kualitas Produk terhadap Kepuasan Konsumen; 2) Kualitas Pelayanan terhadap Kepuasan Konsumen; 3) Digital Marketing terhadap Kepuasan Konsumen di masa pandemi Covid-19. Penelitian ini menggunakan 150 sampel dengan metode kuantitatif dan menyebar kuesioner kepada konsumen McDonald’s di Karang Tengah yang kemudian datanya diolah menggunakan alat analisis Partial Least Square (PLS) pada aplikasi SmartPLS 3.0. Hasil daripada penelitian ini menyatakan bahwa Kualitas Produk dan Kualitas Pelayanan berpengaruh signifikan terhadap Kepuasan Konsumen. Sementara Digital Marketing tidak berpengaruh positif terhadap Kepuasan Konsumen. Kata kunci : Kualitas Produk, Kualitas Pelayanan, Digital Marketing, Kepuasan Konsumen

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 283
NIM/NIDN Creators:	43118010227
Uncontrolled Keywords:	Kualitas Produk, Kualitas Pelayanan, Digital Marketing, Kepuasan Konsumen
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	30 Nov 2022 07:48
Last Modified:	30 Nov 2022 07:48
URI:	http://repository.mercubuana.ac.id/id/eprint/72092

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