Putri Gusevi, Mashita (2024) ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN STORE ATMOSPHERE TERHADAP KEPUASAN KONSUMEN KEDAI KOPI (Suatu Kasus Pada Kedai Kopi Jendela, Kecamatan Ciputat Timur, Kota Tangerang Selatan). S1 thesis, UNIVERSITAS SULTAN AGEG TIRTAYASA.

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Abstract

Changes in lifestyle related to the activity of drinking coffee have led to the proliferation of coffee shops worldwide. One of the areas with the highest concentration of coffee shops is in the South of Tangerang. According to data submitted by the Head of the Tangsel City Tourism Office, Heru Agus Santoso, the South of Tangerang hosts more than 600 registered coffee businesses, one of which is Kopi Jendela. The aim of this research is to analyze the partial and simultaneous effects of product quality, price, and store atmosphere on consumer satisfaction at Kopi Jendela, located in the East Ciputat District of the South of Tangerang. This quantitative research utilizes both primary and secondary data, with a sample size of 100 representing the population. Data analysis employed multiple linear regression analysis, T-tests, F-tests, and the coefficient of determination (R2). Data processing in this research was conducted using SPSS 26.0. The regression model yielded Y= 0.081 + 0.249 X1 + 0.345 X2 + 0.266 X3 + e. The R2 analysis result is 0.691, indicating that 69% of the Consumer Satisfaction variable can be explained by Product Quality, Price, and Store Atmosphere, while the remaining 31% can be explained by other variables outside the scope of this research. The research results demonstrate that product quality, price, and store atmosphere, both partially and simultaneously, influence consumer satisfaction.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Suherna, Suherna 196908192002121001 Thesis advisor Anggraeni, Dian 197009162005012001
Additional Information:	Perubahan gaya hidup terkait kebiasaan minum kopi telah menyebabkan menjamurnya kedai kopi di seluruh dunia. Salah satu daerah dengan konsentrasi kedai kopi tertinggi adalah di Tangerang Selatan. Menurut data yang disampaikan oleh Kepala Dinas Pariwisata Kota Tangsel, Heru Agus Santoso, Tangerang Selatan memiliki lebih dari 600 bisnis kopi terdaftar, salah satunya adalah Kopi Jendela. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan suasana toko secara parsial dan simultan terhadap kepuasan konsumen di Kopi Jendela, yang terletak di Kecamatan Ciputat Timur, Tangerang Selatan. Penelitian kuantitatif ini menggunakan data primer dan sekunder, dengan ukuran sampel 100 yang mewakili populasi. Analisis data menggunakan regresi linier berganda, uji T, uji F, dan koefisien determinasi (R2). Pemrosesan data dalam penelitian ini dilakukan menggunakan SPSS 26.0. Model regresi menghasilkan Y= 0,081 + 0,249 X1 + 0,345 X2 + 0,266 X3 + e. Hasil analisis R2 adalah 0,691, yang menunjukkan bahwa 69% variabel Kepuasan Konsumen dapat dijelaskan oleh Kualitas Produk, Harga, dan Suasana Toko, sedangkan 31% sisanya dapat dijelaskan oleh variabel lain di luar cakupan penelitian ini. Hasil penelitian menunjukkan bahwa kualitas produk, harga, dan suasana toko, baik secara parsial maupun simultan, mempengaruhi kepuasan konsumen.
Uncontrolled Keywords:	product quality, price, store atmosphere and consumer satisfaction
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	Mrs Mashita Putri Gusevi
Date Deposited:	27 Jul 2024 10:52
Last Modified:	27 Jul 2024 10:52
URI:	http://eprints.untirta.ac.id/id/eprint/37911

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