PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN MCDONALD PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA

PRATIWI, CITRA (2020) PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN MCDONALD PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

CITRA PRATIWI, The Influence of Price and Service Quality Towards Student’s Customer Satisfaction of McDonalds in the Universitas Negeri Jakarta. This research was conducted in Jakarta, for 6 months of meetings from January to June 2020. The purpose of this study was to study the Effect of Price and Service Quality on Customer Satisfaction Mcdonalds at Jakarta State University Students. The research method used by researchers is a survey method, the population used is all students of Jakarta State University. The sampling technique used was Purposive sampling technique of 152 people. The resulting regression equation Ŷ = 7,018 + 0,853 X1 + 0,200 X2. Test requirements analysis is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level. Y is worth 0.200. Because the significance level of the three variables > 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Test the linearity of Y for X1, Y for X2 produces a significance value in Linearity, which is 0,000 <0.05, so it can concluded that has a linear relationship. Next, a t test was carried out and Y was obtained for X1 tcount = 8.642 ttable = 1.97601 and Y for X2 tcount = 2.676 and ttable = 1.97601. The value of the coefficient of consideration between the price variable (X1) to customer satisfaction (Y) is 0.744 and the value of the balance coefficient between service quality variables (X2) to customer satisfaction (Y) is 0.600. So, there a positive and significant influence between price on customer satisfaction, and a positive and significant influence between service quality on customer satisfaction. Thus, it can make a positive and significant contribution between price and quality of service to customer satisfaction. The coefficient of determination of Y over X1 is 0.553, which shows that 55.3% of customer satisfaction variables are determined by price. Meanwhile, the remaining 44.7% is governed by other factors. And the coefficient of determination of Y over X2 obtained by 0.360 which shows 36% of customer satisfaction variables are determined by the quality of service. Meanwhile, the remaining 64% is governed by other factors. Keyword : Customer Satisfaction, Price, Service Quality

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