DAMPAK SERVICE QUALITY DAN HARGA TERHADAP CUSTOMER SATISFACTION

Abstract

Abstrak - Penulis melakukan penelitian ini agar dampak service quality dan harga terhadap customer satisfaction restoran kedai bunda cipanas dapat diketahui. Dengan jumlah pelanggan yang semakin menurun peneliti tertarik untuk meneliti. Teori yang digunakan dari masing-masing variable ialah menurut Sunyoto (2015: 288), Kotler dan Armstrong dalam jurnal Riyono & Gigih (2016 : 101 ), dan Kotller (2011:5). Metode survei adalah metode yang digunakan. Penelitian ini dilakukan di Rumah Makan Kedai Bunda Cipanas dengan fokus penelitian pada Pelanggan Makan Kedai Bunda Cipanas dengan jumlah sampel sebanyak 65 responden. dengan analisis uji regresi berganda serta memenuhi kriteria uji persyaratan analisis dan uji asumsi klasik dengan meggunakan aplikasi program SPSS 20. Oleh karenanya, besaran F hitung (42,559) > dari F tabel (3,19) dengan signifikansi 0,000 ( from F table (3.19) with a significance of 0.000 (<0.05). Therefore, it can be inferred that both service quality and pricing have a positive and statistically significant impact on customer satisfaction. Thus in this study H4 was rejected and H5 was accepted. In addition, is plausible to use the calculated linear regression model to understand the impact of the independent variables of Service Quality and Price on the dependent variable of Consumer Satisfaction. So the researcher can conclude that the variables of Service Quality and Price are concurrently related to the variable of Consumer Satisfaction. As for knowing the relationship degree criterion is to look at the value of Pearson Correlation (R) which is equal to 0.766. Referring to the relationship degree guideline, the value of 0.766 lies in the range of the Pearson Correlation value of 0.61 to 0.80 which indicates that the service quality and price variables are said to have a strong correlation.

Keywords

• service quality
• harga
• restoran
• menurun
• customer satisfication