PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA UD. DEVA CATERING

Alfin Baihaqi S, Alfin Baihaqi S (2019) PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA UD. DEVA CATERING. PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA UD. DEVA CATERING. pp. 1-12. (Unpublished)

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Abstract

PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA UD. DEVA CATERING Alfin Baihaqi S. Faculty of Economics Management Study Program, Majapahit Islamic University Email: alfinbaihaqi23@gmail.com Advisor I : Eny Setyaringsih, SE., MM Advisor II : M. Syamsul Hidayat,SE.,MM In conditions of increasingly high competition, the role of product quality becomes increasingly influential on the progress of a company in finding its customers. Companies that want to develop and want to be more advanced are required to carry out activities that lead to efficiency actions. There are so many companies that win the competition by utilizing business opportunities and trying to implement the right marketing strategies to create and maintain consumers to remain loyal to the company's products. This research was conducted at Deva Catering located on Jalan Sinoman Gang 7 No. 7 Mojokerto City. The purpose of this study was to determine the effect of product quality and service quality on customer satisfaction at UD. Mojokerto Deva Catering. To achieve this goal, research was conducted using samples from UD consumers. Deva Catering which amounted to 31 people using saturated sampling method, while the data analysis method that the writer uses in this study is the validity test, reliability test, multiple linear test, classic assumption test, correlation test of determination, and hypothesis testing (using SPSS program assistance version 22). The results showed that product quality and service quality have a partial effect on customer satisfaction at UD. Deva Catering by looking at the results of the t test for (t count 4.316> t table 2.04841 and tcount 2.195> t table 2.04841). Product quality and service quality influence simultaneously on customer satisfaction at UD. Deva Catering by looking at the results of the f test for (f count 74,601> ftabel 2,91), with significance (0,000) <0,05 so that H0 is rejected and H1 is accepted. (3) The results of the multiple linear regression equation are Y = 1,752 + 0,321X1 + 0,183X2 + e. While the results of the coefficient of determination (R2) = 0.842 or (84.2%). Keywords: product quality, service quality, consumer satisfaction

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