ALI GAGA HASIBUAN, NPM 2101100219 (2025) PENGARUH FITUR PRODUK, SERVIESCAPE, DISKON DAN BRAND AWARENESS TERHADAP KEPUASAN KONSUMEN PADA KEDAI KOPI KONG KALI KONG RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (4). pp. 1658-1672. ISSN 2807-2219(e-ISSN)
![[img]](http://repository.ulb.ac.id/style/images/fileicons/text.png) |
Text
COVER.pdf Download (591kB) |
|
Text
ARTIKEL.pdf Download (396kB) |
Abstract
Penelitian ini bertujuan untuk menguji pengaruh fitur produk, servicescape, diskon, dan brand awareness terhadap kepuasan konsumen di Kedai Kopi Kong Kali Kong Rantauprapat. Jenis penelitian ini adalah kuantitatif dengan sampel sebanyak 96 responden yang merupakan konsumen kedai tersebut, ditentukan menggunakan rumus Lemeshow. Data dikumpulkan melalui observasi, dokumentasi, dan kuesioner skala Likert. Analisis dilakukan dengan uji asumsi klasik (multikolinearitas, heteroskedastisitas, normalitas) dan regresi linier berganda, meliputi uji determinasi, uji parsial (t), dan uji simultan (F). Hasil penelitian menunjukkan bahwa secara parsial fitur produk, servicescape, diskon, dan brand awareness masing-masing berpengaruh signifikan dan positif terhadap kepuasan konsumen. Selain itu, keempat variabel tersebut secara simultan juga memiliki pengaruh signifikan terhadap kepuasan konsumen di Kedai Kopi Kong Kali Kong Rantauprapat. Kata Kunci: Fitur Produk, Serviescape, Diskon, Brand Awareness, Kepuasan Konsumen ================================================================================================= This study aims to examine the effects of product features, servicescape, discounts, and brand awareness on customer satisfaction at Kong Kali Kong Coffee Shop in Rantauprapat. This quantitative research involved 96 respondents, all customers of the coffee shop, with the sample size determined using Lemeshow’s formula. Data were collected through observation, documentation, and Likert scale questionnaires. Analysis was conducted using classical assumption tests (multicollinearity, heteroscedasticity, normality) and multiple linear regression, including determination, partial (t-test), and simultaneous (F-test) analyses. The results indicate that product features, servicescape, discounts, and brand awareness each have a significant and positive partial effect on customer satisfaction. Furthermore, these four variables simultaneously have a significant impact on customer satisfaction at Kong Kali Kong Coffee Shop in Rantauprapat. Keywords: Product Features, Servicescape, Discounts, Brand Awareness, Customer Satisfaction
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Fitur Produk, Serviescape, Diskon, Brand Awareness, Kepuasan Konsumen=================Product Features, Servicescape, Discounts, Brand Awareness, Customer Satisfaction |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 30 Jul 2025 07:40 |
| Last Modified: | 30 Jul 2025 07:40 |
| URI: | http://repository.ulb.ac.id/id/eprint/1607 |
Actions (login required)
 |
View Item |
