KEKE ANDREAN, NPM 2101100087 (2025) PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DIGITAL DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PADA USAHA KERIPIK SINGKONG SEHATI DI DESA TANJUNG HARAPAN. Tugas_Akhir(Artikel) Economics and Digital Business Review, 6 (2). pp. 1321-1328. ISSN 2774-2563 (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Cita Rasa, Kualitas Pelayanan, Promosi, Variasi Produk terhadap kepuasan konsumen Studi Kasus Pada Jajan_Kuy di Kota Ajamu. Penelitian ini merupakan penelitian dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen Jajan_Kuy yang jumlahnya tidak dapat ditentukan. Jumlah sampel dalam penelitian ini yaitu sebanyak 98 responden. Metode analisi data yang digunakan adalah regresi linier berganda dan uji hipotesis dengan bantuan SPSS 21. Hasil penelitian menunjukkan bahwa cita rasa, kualitas pelayanan, promosi dan variasi produk berpengaruh positif dan signifikan terhadap kepuasan konsumen baik secara parsial maupun simultan. Terlihat dari hasil uji koefesien determinasi (R2) yaitu sebesar 0,783. Nilai ini berarti bahwa kepuasan konsumen mampu dijelaskan oleh cita rasa, kualitas pelayanan, promosi dan variasi produk sebesar 78,3%. Sedangkan sisanya sebesar 21,7% dipengaruhi variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci : Cita Rasa, Kualitas Pelayanan, Promosi, Variasi Produk ================================================================================================== This study aims to determine the effect of Taste, Service Quality, Promotion, Product Variation on consumer satisfaction Case Study on Jajan_Kuy in Ajamu City. This study is a study with a quantitative approach. The population in this study are Jajan_Kuy consumers whose number cannot be determined. The number of samples in this study is 98 respondents. The data analysis method used is multiple linear regression and hypothesis testing with the help of SPSS 20. The results of the study indicate that taste, service quality, promotion and product variation have a positive and significant effect on consumer satisfaction both partially and simultaneously. It can be seen from the results of the determination coefficient test (R2) which is 0.783. This value means that consumer satisfaction can be explained by taste, service quality, promotion and product variation by 78.3%. While the remaining 21.7% is influenced by other variables not examined in this study. Keywords : Taste, Service Quality, Promotion, Product Variation
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Cita Rasa, Kualitas Pelayanan, Promosi, Variasi Produk ====================Taste, Service Quality, Promotion, Product Variation |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 02 Jul 2025 02:51 |
| Last Modified: | 02 Jul 2025 02:51 |
| URI: | http://repository.ulb.ac.id/id/eprint/1541 |
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