NURAENI, DILA (2025) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN PADA RUMAH MAKAN RAJA BAKAR MARANGGI DI KOTA CILEGON. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The culinary industry in Indonesia, including in Cilegon City, Banten Province, has experienced significant growth in recent years. Changes in consumer behavior and technological advancements have driven this industry to continuously innovate and adapt. Rumah Makan Raja Bakar Maranggi in Cilegon City is an example of a successful culinary business that offers unique dishes and an attractive dining concept. However, to maintain its existence in the midst of competition, understanding consumer preferences and factors that influence consumer satisfaction is crucial. This study aims to examine the effect of price, product quality, and service quality on consumer satisfaction at Rumah Makan Raja Bakar Maranggi. The research method used is a quantitative approach with a survey design, and the data analysis technique used is multiple linear regression. The results show that the independent variables tested can explain 67.7% of consumer satisfaction at Rumah Makan Raja Bakar Maranggi. The results of the F-test and T-test indicate that price, product quality, and service quality have a positive and significant effect on consumer satisfaction.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Industri kuliner di Indonesia, termasuk di Kota Cilegon, Provinsi Banten, mengalami pertumbuhan yang signifikan dalam beberapa tahun terakhir. Perubahan perilaku konsumen dan kemajuan teknologi telah mendorong industri ini untuk terus berinovasi dan beradaptasi. Rumah Makan Raja Bakar Maranggi di Kota Cilegon merupakan salah satu contoh usaha kuliner yang sukses karena menawarkan sajian yang unik dan konsep tempat makan yang menarik. Namun, untuk mempertahankan eksistensinya di tengah persaingan, pemahaman terhadap preferensi konsumen dan faktor-faktor yang memengaruhi kepuasan konsumen menjadi hal yang penting. Penelitian ini bertujuan untuk menguji pengaruh harga, kualitas produk, dan kualitas pelayanan terhadap kepuasan konsumen di Rumah Makan Raja Bakar Maranggi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain survei, dan teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel independen yang diuji mampu menjelaskan 67,7% kepuasan konsumen di Rumah Makan Raja Bakar Maranggi. Hasil uji F dan uji T menunjukkan bahwa harga, kualitas produk, dan kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen. | |||||||||
| Uncontrolled Keywords: | price, product quality, service quality, culinary industry, food service, customer loyalty harga, kualitas produk, kualitas pelayanan, industri kuliner, jasa boga, loyalitas pelanggan | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Unnamed user with email [email protected] | |||||||||
| Date Deposited: | 05 May 2025 06:12 | |||||||||
| Last Modified: | 05 May 2025 06:12 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/48523 |
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