ELISABETH, JESSICA (2024) ANALISIS KEPUASAN KONSUMEN TERHADAP PEMBELIAN KOPI HOUSEBLEND DI COFFEESHOP FROIN TAMAN CILEGON INDAH. S1 thesis, UNIVERSITAS SULLTAN AGENG TIRTAYASA.
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Abstract
The success of the coffee business is highly dependent on the support of all parties involved in the coffee production, processing, and marketing process. From the variety of coffee available at this coffeeshop, it raises a problem, whether the quality of this coffee affects customer satisfaction so that customers continue to come even though the location of this coffeeshop is less strategic. The research was conducted at Froin, Taman Cilegon Indah, Cilegon City, Banten. The determination of the research location was carried out purposively based on the consideration that Froin is one of the coffeeshops in Cilegon that prioritizes the quality of its products. This research was conducted in December 2023. The method used in this research is descriptive analysis. The coefficient of determination (R²) or the ability of the independent variables, namely price (X1), product quality (X2), service quality (X3) and atmosphere (X4) to explain the dependent variable, namely customer satisfaction (Y) on purchasing houseblend coffee at the froin coffeeshop in Taman Cilegon Indah by 46.5 percent, while the remaining 53.5 percent is explained by other variables outside the model. Partially, the price (4.116) and atmosphere (2.716) variables significantly affect customer satisfaction at the froin coffeeshop in Taman Cilegon Indah, because t count is greater than t table (1.992). Simultaneously, the price, product quality, service quality and atmosphere variables significantly affect customer satisfaction at the froin coffeeshop in Taman Cilegon Indah, because the calculated F value (18,173) is greater than the F table (2,494).
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Keberhasilan bisnis kopi sangat bergantung pada dukungan semua pihak yang terlibat dalam proses produksi, pengolahan, dan pemasaran kopi. Dari berbagai macam kopi yang tersedia di coffeeshop ini menimbulkan suatu permasalahan, apakah kualitas kopi ini berpengaruh terhadap kepuasan pelanggan sehingga pelanggan terus berdatangan walaupun lokasi coffeeshop ini kurang strategis. Penelitian dilakukan di Froin, Taman Cilegon Indah, Kota Cilegon, Banten. Penentuan lokasi penelitian dilakukan secara purposive dengan pertimbangan bahwa Froin merupakan salah satu coffeeshop di Cilegon yang mengedepankan kualitas produknya. Penelitian ini dilakukan pada bulan Desember 2023. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif. Nilai koefisien determinasi (R²) atau kemampuan variabel independen yaitu harga (X1), kualitas produk (X2), kualitas pelayanan (X3) dan suasana (X4) dalam menjelaskan variabel dependen yaitu kepuasan konsumen (Y) terhadap pembelian kopi houseblend di froin coffeeshop Taman Cilegon Indah sebesar 46,5 persen, sedangkan sisanya sebesar 53,5 persen dijelaskan oleh variabel-variabel lain diluar model. Secara parsial, variabel harga (4,116) dan atmosfer (2,716) berpengaruh signifikan terhadap kepuasan konsumen pada froin coffeeshop di Taman Cilegon Indah, karena t hitung lebih besar dari t tabel (1,992). Secara simultan, variabel harga, kualitas produk, kualitas pelayanan dan suasana berpengaruh secara signifikan terhadap kepuasan konsumen pada froin coffeeshop di Taman Cilegon Indah, karena nilai F hitung (18,173) lebih besar dari F tabel (2,494). | |||||||||
| Uncontrolled Keywords: | Atmosphere, Customer satisfaction, Price, 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: | Jessica Elisabeth | |||||||||
| Date Deposited: | 15 Aug 2024 15:38 | |||||||||
| Last Modified: | 15 Aug 2024 15:38 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39410 |
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