Image of ANALISIS PENGARUH KUALITAS PELAYANAN, CITA RASA DAN HARGA TERHADAP KEPUASAN KONSUMEN SERTA DAMPAKNYA TERHADAP LOYALITAS KONSUMEN (Studi Kasus Konsumen Brownies Cinta di Wilayah Solo Raya)

SKRIPSI MBS

ANALISIS PENGARUH KUALITAS PELAYANAN, CITA RASA DAN HARGA TERHADAP KEPUASAN KONSUMEN SERTA DAMPAKNYA TERHADAP LOYALITAS KONSUMEN (Studi Kasus Konsumen Brownies Cinta di Wilayah Solo Raya)

ABSTRACT

This study aims to determine the effect of service quality (X1), taste (X2),
and price (X3) on consumer satisfaction (Z) and their impact on consumer loyalty
(Y). This research was conducted with a quantitative approach method. The
population in this study are consumers of Brownies Cinta. Collecting research data
using a questionnaire. Sampling technique with certain criteria. The data processed
in this study were 100 respondents. The analysis used in this research is SEMPLS
with SmartPLS 3.0 software.
Based on the results of the analysis, there are 10 hypotheses in this study. 6
of them were accepted and 4 of them were rejected. Service quality has a positive
and significant effect on customer satisfaction, meaning that H1 is accepted. Taste
has a positive but not significant effect on consumer satisfaction, meaning that H2
is rejected. Price has a positive and significant effect on consumer satisfaction,
meaning that H3 is accepted. Service quality has a negative and insignificant effect
on consumer loyalty, meaning that H4 is rejected. Taste has a positive and
significant effect on consumer loyalty, meaning that H5 is accepted. Price has a
positive but not significant effect on consumer loyalty, meaning that H6 is rejected.
Consumer satisfaction has a positive and significant effect on consumer loyalty,
meaning that H7 is accepted. There is a positive and significant effect of service
quality on consumer loyalty mediated by customer satisfaction, meaning that H8 is
accepted. There is a positive but not significant effect of taste on consumer loyalty
mediated by customer satisfaction, meaning that H9

is rejected. There is a positive
and significant effect of price on consumer loyalty mediated by consumer
satisfaction, meaning that H10 is accepted.
Keywords: Service Quality, Taste, Price, Consumer Satisfaction, Consumer Loyalty

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 YUL a 22
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 100 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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