Audia Sari, Citra Ayu (2024) PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK WARDAH TERHADAP KEPUASAN PELANGGAN TOKO KEYFHASHOP KOTA RANTAU. Diploma thesis, Universitas Islam Kalimantan MAB Banjarmasin.
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Abstract
ABSTRAK Citra Ayu Audia Sari, 2024, Pengaruh Kualitas Pelayanan Dan Kualitas Produk Wardah Terhadap Kepuasan Pelanggan Toko Keyfhashop Kota Rantau, Pembimbing I : H. MASKUR, Pembimbing II : HERLINA LUSIANA. Kualitas layanan merupakan suatu bentuk perilaku yang dapat memberikan suatu pemenuhan kebutuhan serta dari pelanggan atas produk atau jasa yang telah mereka gunakan seheingga pelanggan dapat memberikan penilaian terhadap kulaitas layanan yang telah diberikan tersebut. Selain kualitas pelayanan, kualitas produk juga sangat penting dimana Kualitas produk merupakan salah satu aspek penting yang harus diperhatikan oleh perusahaan dalam mengembangkan produknya. Penelitian ini bertujuan untuk mengetahui, menguji atau menganalisis pengaruh kualitas pelayanan dan pengaruh kualitas produk wardah terhadap kepuasan pelanggan ditoko Keyfhasop Rantau secara parsial dan simultan. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel 50 orang, dengan pengambilan data primer menggunakan kuesioner. Hasil penelitian menunjukan bahwa variabel independen (kualitas pelayanan dan kualitas produk wardah) mempunyai pengaruh secara simultan terhadap variabel dependen (kuapasan pelanggan). seperti hasil dari perhitungan uji F hitung 12.099 > 3.19 F tabel sehingga dapat disimpulkan bahwa ada pengaruh simultan. Sedangkan nilai uji T pada variabel kualitas pelayanan sebesar t hitung 3.455 > t hitung 2.011, yang artinya kualitas pelayanan berpengaruh secara parsial terhadap kepuasan pelanggan, dan untuk variabel kualitas produk sebesar t hitung 2.416 > thitung 2.011 yang artinya kualitas produk berpengaruh secara parsial terhadap kepuasan pelanggan. Sedangkan nilai koefisien determinasi (R Square) 0,340 sebesar atau 34%, maka besar pengaruh variabel X terhadap Y sebesar 34%. Kata kunci: Kualitas pelayanan, Kualitas produk wardah, Kepuasan pelanggan. ABSTRACT Citra Ayu Audia Sari, 2024, The Effect of Service Quality and Wardah Product Quality on Customer Satisfaction of Keyfhasop Stores Kota Rantau, Supervisor I: H. MASKUR, Supervisor II: HERLINA LUSIANA. Service quality is a form of behavior that can provide a fulfillment of needs and from customers for the products or services they have used so that customers can assess the quality of the services that have been provided. In addition to service quality, product quality is also very important where product quality is one of the important aspects that must be considered by companies in developing their products. This study aims to know, test or analyze the influence of service quality and the influence of wardah product quality on customer satisfaction at Keyfhasop Rantau stores partially and simultaneously. The sampling technique uses purposive sampling with a sample of 50 people, with primary data collection using a questionnaire. The results of the study show that independent variables (service quality and wardah product quality) have a simultaneous influence on the dependent variable (customer specifications). such as the results of the calculation of the F test calculated 12.099 > 3.19 F of the table so that it can be concluded that there is a simultaneous influence. Meanwhile, the test value of T on the service quality variable of t is calculated at 3,455 > t calculated at 2,011, which means that service quality has a partial effect on customer satisfaction, and for the product quality variable of t is calculated at 2,416 > t calculated at 2,011 which means that product quality has a partial effect on customer satisfaction. While the value of the determination coefficient (R Square) of 0.340 is or 34%, the influence of variable X on Y is 34%. Keywords: Service quality, Wardah product quality, Customer satisfaction.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Kualitas pelayanan, Kualitas produk wardah, Kepuasan pelanggan |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | UPT PPJ |
| Date Deposited: | 19 Apr 2025 03:25 |
| Last Modified: | 19 Apr 2025 03:25 |
| URI: | http://eprints.uniska-bjm.ac.id/id/eprint/26331 |
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