OKTAVIANI, SALMA (2023) PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN, DAN CUSTOMER ENGAGEMENT TERHADAP KEPUASAN KONSUMEN MIE GACOAN (Studi Kasus pada Mie Gacoan Cabang Gatot Subroto Kota Bandung). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Currently noodles are still a food favored by the people of Indonesia. The Indonesian people's penchant for noodles is what ultimately makes noodles one of the innovations in culinary endeavors, one of them is Mie Gacoan. However, in Mie Gacoan Bandung especially the Gatsu branch, there are still problems that often occur, one of which is the sale of Gacoan Noodles which seems not to be maximized in terms of product and service variables directly, therefore this research was conducted with the aim to determine the effect of product quality, quality service, and customer engagement on consumer satisfaction at the Mie Gacoan at Gatsu Branch. This type of research is quantitative research, the sample in this study is 100 respondents taken by accidental sampling method. The data analysis technique in this study used multiple linear analysis with simultaneous regression tests (F test) and partial regression tests (t test). The calculation process is assisted by the IBM SPSS Statistics 21 software application program. The test results show that service quality has no effect on customer satisfaction; product quality and customer engagement partially affect consumer satisfaction; as well as product quality, service quality, and customer involvement simultaneously affect consumer satisfaction.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Saat ini mie masih menjadi makanan yang digemari oleh masyarakat Indonesia. Kegemaran masyarakat Indonesia pada mie itulah yang akhirnya banyak menjadikan mie sebagai salah satu inovasi dalam berusaha kuliner, salah satunya yaitu usaha kuliner Mie Gacoan. Akan tetapi pada Mie Gacoan Bandung khususnya cabang Gatsu ini masih terdapat masalah yang sering terjadi salah satunya ialah penjualan Mie Gacoan yang terlihat belum maksimal pada variabel produk dan pelayanan secara langsung nya, maka dari itu penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh kualitas produk, kualitas layanan, dan customer engagement terhadap kepuasan konsumen di Rumah Makan Mie Gacoan Cabang Gatsu Kota Bandung. Jenis penelitian ini adalah penelitian kuantitatif, sampel dalam penelitian ini sebanyak 100 responden yang diambil dengan metode accidental sampling. Teknik analisis data dalam penelitian ini menggunakan analisis linier berganda dengan uji regresi serempak (F-test) dan uji regresi parsial (t-test). Proses perhitungan dibantu program aplikasi software IBM SPSS Statistics 21. Hasil pengujian menunjukkan bahwa secara simultan kualitas produk, kualitas layanan, dan customer engagement berpengaruh terhadap kepuasan konsumen. Secara parsial kualitas layanan tidak berpengaruh terhadap kepuasan konsumen, namun kualitas produk dan customer engagement secara parsial berpengaruh terhadap kepuasan konsumen. Hasil R2 Square menunjukkan bahwa 53,5% kepuasan konsumen dapat dijelaskan oleh variabel kualitas produk, kualitas layanan, dan customer engagement. Sisanya 46,5% dipengaruhi oleh faktor lainnya yang tidak diteliti dalam penelitian ini. | |||||||||
| Uncontrolled Keywords: | KEY WORDS : Consumer Satisfaction, Customer Engagement, Product Quality, Service Quality | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Salma Oktaviani | |||||||||
| Date Deposited: | 02 Aug 2023 16:04 | |||||||||
| Last Modified: | 02 Aug 2023 16:04 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27492 |
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