PENGARUH HARGA, SUASANA TOKO DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA TOKO SHOPAHOLIC KOTA BANJARBARU

Azkiyati, Azmy (2023) PENGARUH HARGA, SUASANA TOKO DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA TOKO SHOPAHOLIC KOTA BANJARBARU. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Penelitian ini bertujuan untuk (1) menganalisis harga, suasana toko dan kualitas pelayanan secara simultan berpengaruh terhadap kepuasan konsumen pada Toko Shopaholic Kota Banjarbaru, (2) menganalisis harga, suasana toko dan kualitas pelayanan secara parsial berpengaruh terhadap kepuasan konsumen pada Toko Shopaholic Kota Banjarbaru dan (3) untuk menganalisis dan mengetahui variabel harga, suasana toko dan kualitas pelayanan yang berpengaruh dominan terhadap kepuasan konsumen pada Toko Shopaholic Kota Banjarbaru. Jenis penelitian yang digunakan bersifat data kuantitatif. Sampel dalam penelitian ini adalah yang pernah berkunjung dan membeli produk minimal 3 kali sebanyak 100 responden. Teknik analisis data menggunakan teknik analisis regresi linear berganda. Hasil penelitian ini menemukan bahwa terdapat pengaruh harga, suasana toko dan kualitas pelayanan terhadap kepuasan konsumen Toko Shopaholic Banjarbaru dengan persamaan regresinya yakni Y = 2.586+ 0,001X1 +0,214X2 +0,305X3+ e. This study aims to (1) analyze price, store atmosphere and service quality simultaneously affect consumer satisfaction at Shopaholic Stores in Banjarbaru City, (2) analyze prices, store atmosphere and service quality partially affect consumer satisfaction at Shopaholic Shops in Banjarbaru City and (3) to analyze and find out the variables of price, store atmosphere and service quality which have a dominant influence on consumer satisfaction at the Shopaholic Shop in Banjarbaru City. The type of research used is quantitative data. The sample in this study were 100 respondents who had visited and bought the product at least 3 times. The data analysis technique used multiple linear regression analysis techniques. The results of this study found that there was an effect of price, store atmosphere and service quality on consumer satisfaction at Shopaholic Banjarbaru Stores with the regression equation Y = 2.586+ 0.001X1 +0.214X2 +0.305X3+ e.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Harga, Suasana Toko, Kualitas Pelayanan, Kepuasan Konsumen
Subjects: H Social Sciences > HB Economic Theory
Depositing User: Azmy Azkiyati
Date Deposited: 17 May 2023 03:40
Last Modified: 17 May 2023 03:40
URI: http://eprints.uniska-bjm.ac.id/id/eprint/16420

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