Pengaruh Harga, Cita Rasa, dan Kualitas Pelayanan terhadap Kepuasan Konsumen (Studi Kasus Mie Gacoan Cabang Mustika Jaya)

Wijayanti, Erna Novita (2024) Pengaruh Harga, Cita Rasa, dan Kualitas Pelayanan terhadap Kepuasan Konsumen (Studi Kasus Mie Gacoan Cabang Mustika Jaya). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This research aims to analyze the influence of price, taste and service quality on consumer satisfaction with Mie Gacoan at the Mustika Jaya branch. This research uses a quantitative research design with IBM SPSS Statistics 26 data processing. The population in this research is consumers of Mie Gacoan Mustika Jaya branch with a sample size of 100 respondents. The sampling technique used purposive sampling and the Slovin formula using the respondent criteria, namely Mie Gacoan Mustika Jaya consumers. The results of the research show a positive and significant influence with the t test results on the price variable (X1) having a calculated t value of 8,036 > t table 1.985 and a significance value of 0,000 < 0.05. The taste variable (X2) has a calculated t value of 5.013 > t table 1.985 and a significance value of 0.000 < 0.05. And the service quality variable (X3) has a calculated t value of 5.263 > t table 1.985 and a significance value of 0.000 < 0.05. And in the coefficient of determination test (R2), the value of R Square is 0.666 or 66.6%, which means that the independent variables used in this research, namely price, taste and service quality, can explain the dependent variable of consumer satisfaction of 66.6 %.

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