ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN DALAM MEMBELI PRODUK LAPIS KUKUS SURABAYA DI KEDAI RASA BENTENG PANCASILA KOTA MOJOKERTO

Pitaloka, Niken Dian and Setyariningsih, Eny and Hidayat, M Syamsul (2019) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN DALAM MEMBELI PRODUK LAPIS KUKUS SURABAYA DI KEDAI RASA BENTENG PANCASILA KOTA MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT.

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Abstract

Kedai Rasa is one of the distribution of Lapis Kukus in Surabaya. Kedai Rasa has been trying to update the innovation of cakes with a very unique taste variant to maintain the level of customer satisfaction and captivate buyers. The company has taken various methods, such as; maintain the quality of the cake, and attractive packaging. This study aims to determine the factors that influence customer satisfaction in buying Surabaya steamed layers at Kedai Rasa Kota Mojokerto. This research uses exploratory or exploratory approach techniques. Data collection techniques using questionnaires. Then analyzed using factor analysis, namely the Bartlett Test of Sphericity (BTS), Kaiser Mayer Olkin (KMO), method or factor analysis, factor rotation, factor interpretation, determination of the right model. The results of this study indicate that the results of the Kaiser Mayer Olkin (KMO) test were 0.755 and a significance level of 0.000. There are seven factors that have a PCA value> 0.5, namely factor 1 (brand trust factor) with a total eigenvalue value of 5.891. Factor 2 (product identification factor) with a total eigenvalue of 3,090. Factor 3 (product packaging factor) with a total eigenvalue of 2,045. Factor 4 (good service factor) with a total eigenvalue value of 1.589. Factor 5 (employee quality factor) with a total eigenvalue of 1.425. Factor 6 (price suitability factor) with a total eigenvalue of 1.213. Factor 7 (additional facility factor) with a total eigenvalue value of 1.087.

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