HUBUNGAN ANTARA KUALITAS PELAYANAN DAN CITRA MEREK DENGAN KEPUASAN KONSUMEN DI KFC ARION MALL PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

RIJAL MIFTAHUL IHSAN, . (2021) HUBUNGAN ANTARA KUALITAS PELAYANAN DAN CITRA MEREK DENGAN KEPUASAN KONSUMEN DI KFC ARION MALL PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui hubungan antara kualitas pelayanan dan citra merek dengan kepuasan konsumen di KFC Arion Mall pada mahasiswa Fakultas Ekonomi Universitas Negeri Jakarta. Metode penelitian yang peneliti gunakan adalah metode survey dengan pendekatan korelasional, populasi yang digunakan adalah seluruh mahasiswa Fakultas Ekonomi Universitas Negeri Jakarta. Teknik pengambilan sampel yang digunakan adalah dengan teknik Purposive sampling sebanyak 160 orang. Persamaan regresi yang dihasilkan adalah Ŷ = 56,514 + 0.509 X1, dan Ŷ = 52,457 + 0,821 X2 . Uji persyaratan analisis yaitu uji normalitas dengan uji Kolmogorov-Smimov dengan tingkat signifikansi (α) = 5% atau 0,05 dan menghasilkan tingkat signifikan Y bernilai sebesar 0,825, X1 bernilai sebesar 0,775, dan X2 bernilai sebesar 0,466. Karena tingkat signifikansi kedua variabel tersebut > 0,05 maka dapat disimpulkan bahwa data tersebut berdistribusi normal dan dapat digunakan dalam analisis selanjutnya. Uji linieritas regresi Y atas X1, dan Y atas X2 menghasilkan nilai signifikansi pada Linearity, yaitu 0,000 < 0,05, sehingga disimpulkan bahwa memiliki hubungan yang linier. Dari uji keberartian regresi dilakukan uji t dan dihasilkan Y atas X1 thitung = 3,422 dan ttabel = 1,67, dan Y atas X2 thitung = 4,401 dan ttabel = 1,67. Nilai koefisien determinasi antara variabel kualitas pelayanan (X1) terhadap kepuasan pelanggan (Y) sebesar 0,634, dan nilai koefisien determinasi antara variabel citra merek (X2) terhadap kepuasan pelanggan (Y) sebesar 0,534. Jadi, terdapat hubungan positif dan signifikan antara kualitas produk dengan kepuasan pelanggan. Koefisien determinasi Y atas X1 yang diperoleh sebesar 63,4% sedangkan 36,6% sisanya dipengaruhi oleh variabel lain. Hubungan positif dan signifikan antara kualitas pelayanan dengan kepuasan pelanggan. Koefisien determinasi Y atas X2 yang diperoleh sebesar 53,4% sedangkan 46,6% sisanya dipengaruhi oleh variabel lain. The purpose of this study was to determine the relationship between service quality and brand image with customer satisfaction at Arion Mall KFC on students of the Faculty of Economics, State University Jakarta. The research method that the researchers used was a survey method with a correlational approach, the population used was all students of the Faculty of Economics, State University of Jakarta. The sampling technique used was Purposive sampling technique of 160 people. The resulting regression equations are Ŷ = 56,514 + 0.509 X1, and Ŷ = 52,457 + 0,821 X2. Test requirements analysis is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0.825, X1 of value of 0.775, and X2 of value of 0.466. Because the significance level of the two variables> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y for X1, and Y for X2 produces significance value in Linearity, which is 0,000 <0.05, so it can be concluded that it has a linear relationship. From the significance of the regression test t test was produced and Y yielded X1 count = 3.422 and ttable = 1.67, and Y over X2 tcount = 4.401 and ttable = 1.67. The value of the coefficient of determination between product quality variables (X1) to customer satisfaction (Y) of 0.634, and the value of the coefficient of determination between the variables of service quality (X2) to customer satisfaction (Y) of 0.534. So, there is a positive and significant relationship between product quality and customer satisfaction. The coefficient of determination of Y over X1 obtained by 63.4% while the remaining 36.6% is influenced by other variables. A positive and significant relationship between service quality and customer satisfaction. and The coefficient of determination of Y over X2 obtained by 53.4% while the remaining 46.6% is influenced by other variables.

Item Type: Thesis (Sarjana)
Additional Information: 1. Drs. Nurdin Hidayat, MM, M,Si. ; 2. Dr. Corry Yohana, MM
Subjects: Manajemen > Manajemen , Business
Divisions: FE > S1 Pendidikan Tata Niaga
Depositing User: Users 9620 not found.
Date Deposited: 04 Mar 2021 16:33
Last Modified: 04 Mar 2021 16:33
URI: http://repository.unj.ac.id/id/eprint/13895

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