PENGARUH HARGA, KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA WARUNG SOP BANG RIO PLAJU DI PALEMBANG

Tina, T (2024) PENGARUH HARGA, KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA WARUNG SOP BANG RIO PLAJU DI PALEMBANG. S-1 thesis, 021008-Universitas Tridinanti Palembang.

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Abstract

ABSTRAK TINA, Pengaruh Harga, Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan pada Warung Sop Bang Rio Plaju di Palembang. (dibawah bimbingan Bapak Syaiful Sahri, S.E., M.Si dan Ibu Dian Septianti, SE, MM) Penelitian ini bertujuan untuk mengetahui apakah pengaruh harga, kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan pada warung sop bang rio plaju di palembang. Penentuan Sampel dalam penelitian ini menggunkan teknik sampel jenuh. Sampel jenuh yaitu data primer dengan menggunakan kuesioner. Teknik analisis yang digunakan adalah regresi berganda. Hasil penelitian berdasarkan hasil F menunjukan bahwa secara simultan terdapat pengaruh yang signifikan dari Harga (X1), Kualitas Pelayanan (X2), dan Kepuasan Pelanggan (X3), Terhadap Loyalitas Pelanggan (Y). Berdarkan Hasil Uji t menunjukan bahwa Variabel Harga (X1), Variabel Kualitas Pelayanan (X2), dan Kepuasan Pelanggan (X3) secara parsial Berpengaruh signifikan terhadap Loyalitas Pelanggan (Y). Kata Kunci : Harga, Kualitas Pelayanan, Kepuasan Pelanggan, Loyalitas Pelanggan ABSTRACT TINA, The Influence of Price, Service Quality and Customer Satisfaction on Customer Loyalty at Warung Sop Bang Rio Plaju in Palembang. (under the guidance of Mr. Syaiful Sahri, S.E., M.Si and Mrs. Dian Septianti, SE, MM) This research aims to determine the influence of price, service quality and customer satisfaction on customer loyalty at the Bang Rio Plaju soup stall in Palembang. Determination of the sample in this study used a saturated sampling technique. The saturated sample is primary data using a questionnaire. The analysis technique used is multiple regression. The research results based on F results show that simultaneously there is a significant influence of Price (X1), Service Quality (X2), and Customer Satisfaction (X3), on Customer Loyalty (Y). Based on the test results which show that the Price Variable (X1), Service Quality Variable (X2), and Customer Satisfaction (X3) partially have a significant influence on Customer Loyalty (Y). Keywords: Price, Service Quality, Customer Satisfaction, Customer Loyalty

Item Type:	Thesis (S-1)
Subjects:	H Social Sciences > HC Economic History and Conditions
Depositing User:	Ms Tina T
Date Deposited:	17 Apr 2024 06:28
Last Modified:	17 Apr 2024 06:28
URI:	http://repository.univ-tridinanti.ac.id/id/eprint/8488

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