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Pengaruh Kualitas Pelayanan, Harga Dan Promosi Terhadap Kepuasan Pelanggan Sowe Bistro Medan

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  • Sudarso, Andriasan

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, harga dan promosi terhadap kepuasan pelanggan Sowe Bistro Medan. Penelitian ini menggunakan metode penelitian deskriptif kuantitatif. Populasi dalam penelitian ini adalah pelanggan yang datang ke Sowe Bistro Medan selama dari bulan Januari 2016 sampai dengan Maret 2016 yang berjumlah 5.274 orang dan sampel penelitian 99 orang dengan rumus Slovin. Teknik analisa data menggunakan uji asumsi klasik, analisis regresi linear berganda, uji f, uji t dan koefisien determinasi.Hasil penelitian menunjukkan bahwa secara parsial, kualitas pelayanan, harga dan promosi berpengaruh terhadap kepuasan pelanggan. Secara simultan, bahwa kualitas pelayanan, harga dan promosi berpengaruh terhadap kepuasan pelanggan. Besarnya koefisien determinasi sebesar 0,792 artinya kemampuan variabel kualitas pelayanan, harga dan promosi menjelaskan pengaruhnya terhadap variabel kepuasan pelanggan sebesar 79,2%. Sedangkan sisanya sebesar 20,8% merupakan variabel bebas lain yang tidak diteliti dalam penelitian ini seperti periklanan, lokasi dan merek.

Suggested Citation

  • Sudarso, Andriasan, 2017. "Pengaruh Kualitas Pelayanan, Harga Dan Promosi Terhadap Kepuasan Pelanggan Sowe Bistro Medan," OSF Preprints 4ujhw, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:4ujhw
    DOI: 10.31219/osf.io/4ujhw
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