Pengaruh Harga dan Kualitas Produk terhadap Kepuasan Pelanggan di Restoran Lets Go Chicken di Bojong Rawalumbu jembatan 06

Rambe, Sahnan (2024) Pengaruh Harga dan Kualitas Produk terhadap Kepuasan Pelanggan di Restoran Lets Go Chicken di Bojong Rawalumbu jembatan 06. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

The purpose of this research is to determine the effect of price on customer satisfaction at Lets Go Chicken Restaurant, and to determine the effect of product quality on customer decisions at Lets Go Chicken Restaurant. The population of this research is consumers who have made purchases at the Lets Go Chicken Restaurant more than once. The sample for this research was Lets Go Chicken consumers with a total of 100 respondents. The research method used in this research is a quantitative method, with the data used being primary data. To determine the sample used in this research, Purposive Sampling techniques were used. The data search technique in this research is by distributing questionnaires online via Google Form. Then, the data that has been collected will be processed using statistical tests and calculations using multiple correlation analysis which is calculated using the Statistical Product and Service Solution 25.0 (SPSS 25.0) program. Based on the partially processed questionnaire answers, the results obtained from the Price variable have a significant positive effect on Customer Satisfaction. This is proven by the calculated t test value for the Price variable of 4.364 with a significant number of 0.000 or smaller than 0.05, so H0 is rejected and Ha is accepted, meaning that there is a positive and significant influence between Price and Customer Satisfaction. The Product Quality variable has a significant positive effect on Customer Satisfaction. This is proven by the calculated t test value for the Product Quality variable of 2.870 with a significant number of 0.005 or smaller than 0.05, so H0 is rejected and Ha is accepted, meaning that there is a positive and significant influence between Product Quality and Customer Satisfaction. From the research results, the coefficient of determination (KD) = 0.631 means that the influence of price and product quality on customer satisfaction together has an influence of 63.1% while the remaining 36.9% (100% - 63.1%) is influenced by other factors. . Bibliography 35 (2009-2023)

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