ANALISIS KEPUASAN PELANGGAN TENTANG KUALITAS BARANG, HARGA, TEMPAT DAN PELAYANAN PADA BENGKEL MOTOR EDI RIZKI DI DESA SEI LUMUT KECAMATAPAN PANAI HILIR

ISMAYANI RAMBE, NPM 2101300320 (2025) ANALISIS KEPUASAN PELANGGAN TENTANG KUALITAS BARANG, HARGA, TEMPAT DAN PELAYANAN PADA BENGKEL MOTOR EDI RIZKI DI DESA SEI LUMUT KECAMATAPAN PANAI HILIR. Tugas_Akhir (Artikel) YUME : Journal of Management (Sinta 5), 8 (1). pp. 891-896. ISSN 2614-851X (Online)

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Abstract

Memaksimalkan kepuasan pelanggan merupakan cara utama dalam agar pelanggan tetap bertahan di Bengkel Edi Rizki, Sei Lumut, Kecamatan Panai Hilir. Kepuasan pelanggan disebabkan oleh berbagai faktor, seperti, mutu barang, harga, lokasi, dan mutu pelayanan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas barang, harga, lokasi, dan kualitas pelayanan dalam kaitannya dengan kepuasan pelanggan, baik secara individu maupun secara keseluruhan di Bengkel Edi Rizki. Sampel penelitian berjumlah Sebanyak 78 responden dipilih dengan menggunakan teknik purposive random sampling. Hasil penelitian menunjukkan bahwa variabel kualitas barang, harga, lokasi, dan kualitas pelayanan pada Bengkel Motor Edi Rizki di Sei Lumut, Kecamatan Panai Hilir, secara parsial berpengaruh signifikan terhadap kepuasan pelanggan dengan nilai signifikansi 0,000 < 0,05. Secara simultan, keempat variabel tersebut memberikan kontribusi sebesar 81,5% terhadap kepuasan pelanggan. Dengan demikian, peningkatan mutu barang, penetapan harga kompetitif, serta pelayanan optimal secara bersamaan dapat menumbuhkan kepuasan pelanggan di Bengkel Edi Rizki. Kata Kunci : Manajemen Pemasaran; Kualitas Produk; Persepsi Harga; Kepuasan Pelanggan. ================================================================================================ Maximizing customer satisfaction is the main way to keep customers in Edi Rizki Workshop, Sei Lumut, Panai Hilir District. Customer satisfaction is caused by various factors, such as, quality of goods, price, location, and quality of service. This study aims to analyze the effect of product quality, price, location, and service quality in relation to customer satisfaction, both individually and as a whole at Edi Rizki's Workshop. The research sample amounted to 78 respondents selected using purposive random sampling technique. The results of research show that the variables of product quality, price, location, and service quality at Edi Rizki Motorcycle Repair Shop in Sei Lumut, Panai Hilir District, partially have a significant effect on customer satisfaction with a significance value of 0.000 <0.05. Simultaneously, the four variables contributed 81.5% to customer satisfaction. Thus, improving the quality of goods, setting competitive prices, and optimal service can simultaneously foster customer satisfaction at the Edi Rizki Workshop. Keyword : Marketing Management, Product Quality, Price Perception, Satisfaction, Customer

Item Type:	Article
Uncontrolled Keywords:	Manajemen Pemasaran; Kualitas Produk; Persepsi Harga; Kepuasan Pelanggan. ==================================================== Marketing Management, Product Quality, Price Perception, Satisfaction, Customer
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	12 Jun 2025 03:40
Last Modified:	12 Jun 2025 03:40
URI:	http://repository.ulb.ac.id/id/eprint/1460

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