PENGARUH KUALITAS PELAYANAN, HARGA, STORE ATMOSPHERE DAN PROMOSI TERHADAP KEPUASAN PELANGGAN DI RUMAH MAKAN BAMBU KUNING

HARIS BUNAYYA, NPM 2101100075 (2025) PENGARUH KUALITAS PELAYANAN, HARGA, STORE ATMOSPHERE DAN PROMOSI TERHADAP KEPUASAN PELANGGAN DI RUMAH MAKAN BAMBU KUNING. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (2). pp. 831-839. ISSN 2614-851X (e-ISSN)

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Abstract

Penelitian ini bertujuan untuk mengetahui apakah Pengaruh Kualitas Pelayanan, Harga, Store Atmosphere Dan Promosi Terhadap Kepuasan Pelanggan Di Rumah Makan Bambu Kuning. Jumlah sampel sebanyak 96 responden yaitu konsumen rumah makan bambu kuning. Penelitian ini menggunakan uji validitas, uji reabilitas, uji asumsi klasik, uji regresi linear berganda, uji t, uji F, dan koefisien determinasi dengan menggunakan SPSS 27. Penelitian dilakukan untuk meneliti bagaimana variabel independent memberikan pengaruh terhadap variabel dependent dan tingkat persentasi pengaruh variabel penelitian dengan melakukan penyebaran angket penelitian kepada responden dan melakukan pengujian. Hasil penelitian menunjukkan bahwa seluruh variabel independent memberikan pengaruh terhadap variabel dependent dengan nilai seluruh t hitung > t table dan nilai signifikan. Kata Kunci : Kualitas Pelayanan, Harga, Store Atmosphere, Promosi dan Kepuasan Pelanggan ================================================================================================== This study aims to determine the Influence of Service Quality, Price, Store Atmosphere and Promotion on Customer Satisfaction at Bambu Kuning Restaurant. The number of samples is 96 respondents, namely consumers of Bambu Kuning Restaurant. This study uses validity test, reliability test, classical assumption test, multiple linear regression test, t test, F test, and coefficient of determination using SPSS 27. The study was conducted to examine how independent variables influence dependent variables and the percentage level of influence of research variables by distributing research questionnaires to respondents and conducting tests. The results showed that all independent variables influenced the dependent variable with all t count values> t table and significant values <0.05 with a determination level of 0.662 or 66.20% giving a positive and significant influence. Keywords : Service Quality, Price, Store Atmosphere, Promotion and Customer Satisfaction

Item Type:	Article
Uncontrolled Keywords:	Kualitas Pelayanan, Harga, Store Atmosphere, Promosi dan Kepuasan Pelanggan======================Service Quality, Price, Store Atmosphere, Promotion and Customer Satisfaction
Subjects:	H Social Sciences > H Social Sciences (General) 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:	30 Jun 2025 03:30
Last Modified:	30 Jun 2025 03:30
URI:	http://repository.ulb.ac.id/id/eprint/1534

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