Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggan Membeli Roti Pada Toko Roti Yanka Bakery Di Hangtuah Kota Pekanbaru

Aprilya Songka, Diska (2022) Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggan Membeli Roti Pada Toko Roti Yanka Bakery Di Hangtuah Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value. This study aims to find out how much the quality of service and price has on customer satisfaction at Yanka Bakery. The research method used is descriptive analysis and hypothesis testing with a total sample of 40 respondents. Data collection techniques used were interviews and distributing questionnaires. The data analysis method used is the classical assumption test, multicollinearity test, autocorrelation test, heteroscedasticity test, multiple linear regression analysis, hypothesis testing, and the coefficient of determination. The results showed that service quality has an effect on customer satisfaction with a significance value of 0.008. So this means that the higher the quality of service, the higher the level of customer satisfaction. Price affects customer satisfaction with a significance value of 0.000. This shows that the better the price set, the better the customer satisfaction. Service quality and price simultaneously or jointly affect customer satisfaction with a significant value of 0.000.

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