PENGARUH SUASANA TOKO, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi pada Kedai KOPI KULO)

RIFA'I, VIVIN AYUNING (2024) PENGARUH SUASANA TOKO, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi pada Kedai KOPI KULO). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to test and analyze the influence of store atmosphere, product quality and service quality on KOPI KULO customer satisfaction. The population used in this research is KOPI KULO customers who have made purchases at KOPI KULO with a minimum of three purchases. The sampling technique used was the Non Probability Sampling and the Purposive Sampling method with a sample size of 245 respondents. The data collection method uses a questionnaire method. The data analysis method used in this research is SPSS version 26 for descriptive analysis and the Variance analysis method or Component-Based Structural Equation Modeling via Smart-PLS software version 3.2.9, for instrument testing. The results of this research state that the store atmosphere variable has a positive and significant effect on customer satisfaction. Product quality has a positive and significant effect on customer satisfaction, and service quality has a positive and significant effect on customer satisfaction. Keywords: Store Atmosphere, Product Quality, Service Quality, Customer Satisfaction. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh dari Suasana Toko, Kualitas Produk dan Kualitas Pelayanan terhadap kepuasan pelanggan KOPI KULO. Populasi yang digunakan dalam penelitian ini adalah pelanggan KOPI KULO yang sudah pernah melakukan pembelian di KOPI KULO dengan minimal tiga kali pembelian. Teknik pengambilan sampel yang digunakan adalah teknik Non Probability Sampling dan metode Purposive Sampling dengan ukuran sampel sebesar 245 responden. Metode pengumpulan data menggunakan metode kuesioner. Metode analisis data yang digunakan dalam penelitian ini adalah SPSS versi 26 untuk analisis deskriptif dan metode analisis Variance atau Component Based Structural Equation Modeling melalui software Smart-PLS versi 3.2.9., untuk uji instrumen. Hasil penelitian ini menyatakan bahwa variabel suasana toko berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan, dan Kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kata Kunci : Suasana Toko, Kualitas Produk, Kualitas Pelayanan, Kepuasan Pelanggan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 232
Call Number: SE/31/24/176
NIM/NIDN Creators: 43119010101
Uncontrolled Keywords: Suasana Toko, Kualitas Produk, Kualitas Pelayanan, Kepuasan Pelanggan.
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 31 Jul 2024 06:01
Last Modified: 31 Jul 2024 06:01
URI: http://repository.mercubuana.ac.id/id/eprint/89955

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