PENGARUH HARGA, PROMOSI, KUALITAS PRODUK, DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN PADA LAYANAN JASA GOFOOD DI JAKARTA BARAT

KAUTSARI, JAUZA (2025) PENGARUH HARGA, PROMOSI, KUALITAS PRODUK, DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN PADA LAYANAN JASA GOFOOD DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to identify the effect of price, product quality promotion, and service quality on customer satisfaction. The research population consists of GoFood service users in West Jakarta. A total of 250 respondents were selected using the Hair et al. approach. The sampling technique used was purposive sampling. Data were collected using a survey-based questionnaire. Data analysis was performed using the Partial Least Square (PLS) method version 3.2.9. The results showed that price had a positive and significant effect on customer satisfaction. Promotion had a positive but not significant effect on customer satisfaction. Product quality had a positive and significant effect on customer satisfaction. Service quality had a positive and significant effect on customer satisfaction. Keywords: Price, Promotion, Product Quality, Service Quality, Customer Satisfaction. Penelitianl ini dimaksudkanl untuk mengidentifikasil Pengaruh lHarga, Promosi Kualitasl Produk danl Kualitas Layananl terhadap Kepuasanl Pelanggan. Populasil penelitian adalahl penggunaan layananl jasa GoFoodl di Jakartal Barat. Sebanyakl 250 respondenl dijadikan lsampel, yang ditentukanl melalui pendekatanl Hair atl al. Teknikl penarikan sampell menggunakan metodel purposive lsampling. Data dikumpukanl menggunakan kuesionerl berbasis lsurvey. Analisis datal dilakukan denganl metode Partiall Least Squarel (PLS) versil 3.2.9. Hasill penelitian memperlihatkanl bahwa Hargal berpengaruh positifl dan signifikanl terhadap kepuasanl pelanggan. Promosil berpengaruh positifl namun tidakl signifikan terhadapl kepuasan lpelanggan. Kualitas produkl berpengaruh positifl dan signifikanl terhadap kepuasanl pelanggan. Kualitasl layanan berpengaruhl positif danl signifikan terhadapl kepuasan lpelanggan. Kata Kunci: Harga, Promosi, Kualitas Produk, Kualitas Layanan, Kepuasan Pelanggan.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 404
NIM/NIDN Creators:	43121010113
Uncontrolled Keywords:	Harga, Promosi, Kualitas Produk, Kualitas Layanan, 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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 100 Philosophy and Psychology/Filsafat dan Psikologi > 110 Metaphysics/Metafisika > 111 Ontology/Hakekat, Kebenaran, Eksistensi > 111.8 Classical Properties of Being/Sifat Klasik > 111.85 Aesthetics/Estetika 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.7 Accounting for Specific Phases of Business Activity/Akuntansi Khusus yang Berkaitan dengan Bidang Bisnis 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 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	28 Oct 2025 07:29
Last Modified:	28 Oct 2025 07:29
URI:	http://repository.mercubuana.ac.id/id/eprint/99907

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