PENGARUH HARGA, VARIASI MENU DAN KUALITAS PELAYANAN, TERHADAP KEPUASAN PELANGGAN RUMAH MAKAN SAGU MOJOSARI MOJOKERTO

MUHAMAD NUROKIM, MUHAMAD NUROKIM (2019) PENGARUH HARGA, VARIASI MENU DAN KUALITAS PELAYANAN, TERHADAP KEPUASAN PELANGGAN RUMAH MAKAN SAGU MOJOSARI MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Muhamad, Nurokim, 2018. Pengaruh Harga, Variasi Menu dan Kualitas Pelayanan, Terhadap Kepuasan Pelanggan di Rumah Makan Sagu Mojosari Mojokerto. Skripsi, Program Studi Manajemen Pemasaran, Fakultas Ekonomi, Universitas Islam Majapahit (UNIM). Pembimbing I : Budi Utami, SE.,MM Pembimbing II : Rika Dwi Harsasi, SE., M.SM The increase in the establishment of culinary businesses such as the Sagu Restaurant in Mojokerto indicates that the result of market demand for the culinary field which is also increasing, consequently the Restaurant is considered a necessity. This study aims to determine the effect of price, menu variation, and service quality on customer satisfaction in the Sago Mojosari Restaurant. The population in this study were 350 customers. The sample was carried out by purposive sampling method. Data collection was carried out with questionnaires distributed directly to customers as many as 186 questionnaires. Statistical methods use multiple linear regression analysis with value Y= 3.195 + 0.112X1 + 0.200X2 + 0.185X3. The results of this study indicate that the price, menu variation, and service quality have a positive and significant effect on customer satisfaction in the Mojosari Sago restaurant partially, this is seen from the significant value 0.006 smaller than 0.05 with a value of t count 2.754 and a regression coefficient of positive value of 0.112 , while the menu variation shows a significant value of 0.000 smaller than 0.05 with a value of t count 5.913 and a regression value of positive value of 0.200. And the quality of service shows a significant value of 0.000 smaller than 0.05 with a value of 4.644 and a positive coefficient of 0.185. While simultaneously obtained F count value of 20.453 with a probability level of 0.000 smaller than 0.05, so it was concluded that prices, menu variations and servant quality simultaneously had a positive effect on customer satisfaction. Keywords: Price, Menu Variation, Service Quality, Customer Satisfaction

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