HUBUNGAN ANTARA KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA RESTORAN BERKONSEP “ALL YOU CAN EAT” HANAMASA DI JAKARTA

SUKMA, LARASATI (2020) HUBUNGAN ANTARA KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA RESTORAN BERKONSEP “ALL YOU CAN EAT” HANAMASA DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Larasati Sukma, The Correlation between Product Quality and Price with Customer Statisfaction on The Concept Restaurant “All You Can Eat” Hanamasa In Jakarta. This research was conducted in the Faculty of Economics Studen in State University of Jakarta, for 6 months,starting from January to June 2020. The purpose of this study is to determine the correlation between product quality and price and restaurant customer satisfaction with the Concept Restaurant “All You Can Eat” Hanamasa in Jakarta on students of the Faculty of Economics, State University of Jakarta. The research method used is survey method with the correlational approach, the population used are all students of the Faculty of Economics, State University of Jakarta. The sampling technique used was purposive sampling of 150 respondents. The resulting regression equation is Ŷ = 11,203 + 0,244 + 0,165. Test requirements analysis is the normality test with the Kolmogorov-Smirnov test with a significant level (α) = 5% or 0.05 and estimates significance level of Y value of 0.200, X1 value of 0.091, and X2 value of 0.200, because the significance level of all three > 0.05 its can be it was concluded that the data was normally distributed and could be used in next analysis. Linearity regression test of Y for X1 and Y for X2 estimates significance value on Linearty, which is 0,000 <0.05 for X1 and 0.020 for X2, so it is concluded that it has a linear relationship. Next, a t test was carried out and yielded Y on X1 tcount = 4,656 and ttable 1,655 and Y on X2 tcount = 2,321 and ttable = 1,655. The correlation coefficient between variabel of product quality (X1) to customer satisfaction (Y) is 0.360 and the correlation coefficient between variable of price (X2) and customer satisfaction (Y) is 0.191. so there is a positive and significant effect between product quality and customer satisfaction, there is also a positive and significant effect between price and customer satisfaction. Thus, it can be concluded that there is a positive and significant effect between product quality and price on customer satisfaction. The coefficient of determination of Y on X1 obtained 0.129 which showed that 12.9% of the customer satisfaction variables were determined by product quality. Meanwhile, the remaining 87.1% is influenced by other factors. And the coefficient of determination of Y on X2 obtained by 0.036 which shows that 3.6% customer satisfaction variable is determined by price. Meanwhile, the remainder was only 96.4% influenced by other factors. Keywords: Customer Satisfaction, Product Quality, Price

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