PENGARUH KUALITAS PRODUK, HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA TOKO ROTI GEMBONG GEDHE FATMAWATI SEMARANG

OCTAVIANA, NOURMA YUNIA (2023) PENGARUH KUALITAS PRODUK, HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA TOKO ROTI GEMBONG GEDHE FATMAWATI SEMARANG. Sarjana / Sarjana Terapan (S1/D4) thesis, Universitas Muhammadiyah Semarang.

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Abstract

This research is entitled The Effect of Product Quality, Price, Location and Service Quality on Customer Satisfaction at Gembong Gedhe Fatmawati Bakery Semarang. The purpose of this study is to test and analyze the Effect of Product Quality, Price, Location and Service Quality on Customer Satisfaction at Gembong Gedhe Fatmawati Bakery Semarang. The population in this study is buyers in Roti Gembong Gedhe Fatmawati Semarang whose exact number is unknown. The sampling technique used is probability sampling simple random sampling, where researchers provide equal opportunities for each member of the population to be selected into a sample that is carried out randomly without regard to the strata present in the population itself. The calculation of the research sample used the Lameshow formula, so that a sample of 100 respondents was obtained. This study used quantitative data analysis using SPSS 22.0 software. Data testing techniques in this study include multiple linear regression analysis tests, validity tests, reliability tests, classical assumption tests, t tests and F tests as well as coefficient of determination (R2) tests.. Based on the results of the t-test the product quality variable (H1) has no positive and significant effect on customer satisfaction. This is evidenced by the t-value of -1.090 < t-table of 1.984 with a significance probability value of 0.279 > 0.05. Price (H2) has no positive and significant effect on customer satisfaction, this is evidenced by the t count value of 0.386 < t table of 1.984 with a significance probability value of 0.701 > 0.05. Location (H3) has a positive and significant effect on customer satisfaction, this is evidenced by the t count value of 3.244 > t table of 1.984 with a significance probability value of 0.002 <0.05. Service quality (H4) has a positive and significant effect on customer satisfaction, this is evidenced by the t count value of 4.675 > t table of 1.984 with a significance probability value of 0.000 <0.05. Thus (H5) states that product quality, price, location and service quality simultaneously have a positive and significant effect on customer satisfaction, this is evidenced by the calculated F value of 172.036 > F table of 2.47 with a significance value of 0.000 <0.05. The results of the regression equation are: Y = a + 0.072 X1 + 0.031 X2 + 0.252 X3 + 0.682 X4 + e. The value of the coefficient of determination is shown by the Adjusted R Square value of 0.874 which indicates that the variables of product quality, price, location and service quality simultaneously can explain customer satisfaction of 87.4%, while the remaining 12.6% is explained by factors -factors not examined in this study. Keywords: Product Quality, Price, Location, Quality of Service, Customer Satisfactio

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