PENGARUH DIFERENSIASI PRODUK, PROMOSI, INOVASI TEKNOLOGI TERHADAP KEPUASAN PELANGGAN PADA MINIMARKET PONOROGO JAYA KELURAHAN TALANG BETUTU KOTA PALEMBANG

VIHAD, CHOIRUL RIZKY (2026) PENGARUH DIFERENSIASI PRODUK, PROMOSI, INOVASI TEKNOLOGI TERHADAP KEPUASAN PELANGGAN PADA MINIMARKET PONOROGO JAYA KELURAHAN TALANG BETUTU KOTA PALEMBANG. S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRAK Choirul Rizky Vihad. 2026. Pengaruh Diferensiasi Produk, Promosi, dan Inovasi Teknologi terhadap Kepuasan Pelanggan pada Minimarket Ponorogo Jaya Kelurahan Talang Betutu Kota Palembang. Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tridinanti. Dibimbing oleh Dr. Ir. Hj. Yusro Hakimah, M.M. dan Yun Suprani, S.E., M.Si. Penelitian ini bertujuan untuk mengetahui pengaruh diferensiasi produk, promosi, dan inovasi teknologi baik secara simultan maupun parsial terhadap kepuasan pelanggan pada Minimarket Ponorogo Jaya Kelurahan Talang Betutu Kota Palembang. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan asosiatif. Populasi dalam penelitian ini berjumlah 1.500 pelanggan, dengan sampel sebanyak 94 responden yang ditentukan menggunakan rumus Slovin dan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner, sedangkan analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, regresi linier berganda, uji F, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa secara simultan diferensiasi produk, promosi, dan inovasi teknologi berpengaruh signifikan terhadap kepuasan pelanggan dengan nilai Fhitung sebesar 153,580 dan nilai signifikansi 0,000. Secara parsial, diferensiasi produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan dengan nilai thitung sebesar 3,213 dan signifikansi 0,002. Promosi berpengaruh positif dan signifikan terhadap kepuasan pelanggan dengan nilai thitung sebesar 2,794 dan signifikansi 0,006. Inovasi teknologi juga berpengaruh positif dan signifikan terhadap kepuasan pelanggan dengan nilai thitung sebesar 4,803 dan signifikansi 0,000. Nilai koefisien determinasi (Adjusted R Square) sebesar 0,831 menunjukkan bahwa 83,1% variasi kepuasan pelanggan dapat dijelaskan oleh diferensiasi produk, promosi, dan inovasi teknologi, sedangkan sisanya sebesar 16,9% dipengaruhi oleh variabel lain di luar penelitian. Variabel yang paling dominan memengaruhi kepuasan pelanggan adalah inovasi teknologi. Kata Kunci: Diferensiasi Produk, Promosi, Inovasi Teknologi, Kepuasan Pelanggan. ABSTRACT Choirul Rizky Vihad. 2026. The Influence of Product Differentiation, Promotion, and Technological Innovation on Customer Satisfaction at Ponorogo Jaya Minimarket, Talang Betutu Village, Palembang City. Management Study Program, Faculty of Economics and Business, Tridinanti University. Supervised by Dr. Ir. Hj. Yusro Hakimah, M.M. and Yun Suprani, S.E., M.Si. This study aims to determine the influence of product differentiation, promotion, and technological innovation, both simultaneously and partially, on customer satisfaction at Ponorogo Jaya Minimarket in Talang Betutu Village, Palembang City. The research employed a quantitative method with an associative approach. The population of this study consisted of 1,500 customers, with a sample of 94 respondents determined using the Slovin formula and purposive sampling technique. Data were collected through questionnaires, while data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, F-test, t-test, and coefficient of determination. The results of the study indicate that product differentiation, promotion, and technological innovation simultaneously have a significant effect on customer satisfaction, with an F-value of 153.580 and a significance value of 0.000. Partially, product differentiation has a positive and significant effect on customer satisfaction with a t-value of 3.213 and a significance value of 0.002. Promotion has a positive and significant effect on customer satisfaction with a t-value of 2.794 and a significance value of 0.006. Technological innovation also has a positive and significant effect on customer satisfaction with a t-value of 4.803 and a significance value of 0.000. The coefficient of determination (Adjusted R Square) is 0.831, indicating that 83.1% of the variation in customer satisfaction can be explained by product differentiation, promotion, and technological innovation, while the remaining 16.9% is influenced by other variables not examined in this study. The most dominant variable affecting customer satisfaction is technological innovation. Keywords: Product Differentiation, Promotion, Technological Innovation, Customer Satisfaction.

Item Type: Thesis (S-1)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Tn CHOIRUL RIZKY VIHAD
Date Deposited: 26 Aug 2026 02:04
Last Modified: 26 Aug 2026 04:49
URI: http://repository.univ-tridinanti.ac.id/id/eprint/11479

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