PENGARUH PROMOSI, KUALITAS LAYANAN, HARGA dan STORE ATMOSPHERE TERHADAP KEPUASAN KONSUMEN DI TITIK KUMPUL COFFEE AND EATERY SURABAYA

Cahyo, Vincentius Bagus Dwi (2018) PENGARUH PROMOSI, KUALITAS LAYANAN, HARGA dan STORE ATMOSPHERE TERHADAP KEPUASAN KONSUMEN DI TITIK KUMPUL COFFEE AND EATERY SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

This study has the purpose to analyze the influence of independent variables used in the study, namely the promotion, quality of service, price, and store atmosphere to consumer satisfaction at Titik Kumpul Coffee and Eatery Surabaya. This study uses four independent variables (X) are promotion (X1),quality of service (X2), price (X3), and store atmosphere (X4) with a dependent variable (Y) that is consumer satisfaction. The population of this research is that consumers in Titik Kumpul Coffee and Eatery Surabaya with the technique of sampling using purposive sampling with a sample size of 100 respondents. Measurement data is to use Validity, Reliability testing, Classical Assumption Test, Multiple Linear Regression Analysis, and t test using SPSS 19. From the research that has been done can be concluded that the results of Test Validity is valid, Test Reliability is reliable, Classical Assumption Test which has been tested meets the requirements. From the results of Multiple Linear Regression Analysis has obtained the model is Y = -1920 + 0.124X1 + 0.259X2 + 0.142X3 + 0.267X4 + e. t test results obtained from four independent variables,namely the promotion variable (X1) with t (1139) <table = 1.985 and significant value (0.258> 0.05), variable quality of service (X2) with t (3.754)> table = 1985 and significant value (0.000 <0.05), a price variable (X3) with t (1813) <table = 1.985 and significant value (0.073> 0.05), and a variable store atmosphere (X4) with t (3656)> table = 1.985 and significant value (0.000 <0.05).From the test results can be concluded that of the four independent variables, variable promotions and price did not have a significant positive impact on consumer satisfaction, while the variable quality of service and store atmosphere significant positive effect on customer satisfaction.

Item Type:

Thesis (Undergraduate)

Contributors: