SKRIPSI: Pengaruh Kualitas Pelayanan, Persepsi Harga dan Lokasi terhadap Kepuasan Pelanggan Food Court Allure Square Wonosobo

Risnaeni, Apriliandari (2024) SKRIPSI: Pengaruh Kualitas Pelayanan, Persepsi Harga dan Lokasi terhadap Kepuasan Pelanggan Food Court Allure Square Wonosobo. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research was conducted to determine the influence of service quality, price perception and location on customer satisfaction at the Allure Wonosobo Food Court. This research was conducted on the population in this study, namely consumers who visited the Allure Wonosobo Food Court. The research sample was 105 people using purposive sampling techniques. Data collection was carried out using a questionnaire. Multiple Linear Regression Analysis was used as a data analysis technique with the program "SPSS 25.0 for windows." Based on the results of data analysis, it was found that from the results of the regression coefficient, a regression coefficient of 0.122 was obtained, apart from that it had a tcount value for service quality of 4.260 and ttable 1.98350), and had a probability value of 0.000 < (α) 0.05. Because the tcount value is greater than ttable and has a probability value that is smaller than the standard value, it can be said that service quality has a positive influence on customer satisfaction so that hypothesis 1 is accepted. Based on the results of processed regression data, it shows that the regression coefficient value for price perception is 0.209, and has a tcount value of 3.722 > ttable 1.98350 and apart from that the value has a probability of 0.000 < (α) 0.05. This means that price perception has a positive influence on customer satisfaction so that hypothesis 2 is accepted. Based on the data processing results, the regression coefficient shows that the regression value for the location is 0.124, and has a tcount value of 3.344 > ttable 1.98350 and apart from that the value has a probability of 0.001 < (α) 0.05. It can be concluded that location has a positive influence on customer satisfaction so that hypothesis 3 is accepted. Adjusted R Square is 0.720, this shows that the percentage influence of the independent variables (service quality, price perception and location) is able to explain 72% of the variation in the customer satisfaction variable and the remaining 28% is influenced by other factors that were not studied.

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