PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN PELANGGAN CAFÉ AWOR

Jannah, Della Qoyimatul (2024) PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN PELANGGAN CAFÉ AWOR. Skripsi thesis, Universitas Kadiri.

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Abstract

Changes in lifestyle, increasing living standards, rapid development of big cities, and the influence of social media are some of the factors driving the rapid growth of coffee shops. The aim of this research is to examine and analyze the influence of service quality and promotion variables on customer satisfaction in the coffee shop business. Service quality and promotion are important components in creating customer satisfaction at Café Awor. The quantitative method used in the research uses purposive sampling techniques. This research uses a population including consumers who make purchases at Café Awor in Kediri City, a sample of 100 people is used for research because the population is unknown. This research uses multiple linear regression data analysis with statistical tools using SPSS version 23. The results of the partial test analysis or t test show (1) the service quality variable (X1) with a probability value of 0.00 which is smaller than α, namely 0.05, indicating there is a partial influence. service quality variables on customer satisfaction. (2) The results of the statistical calculation of the promotion variable (X2) show that the probability value of 0.00 is lower than α 0.05, which means that promotion has a significant partial effect on customer satisfaction. (3) The results of the simultaneous test show that the calculated F value of 98.664 is higher than the F table of 3.09 (98.664 3.09) and the sign value of 0.000 is lower than α 0.05, which means that H0 is rejected. The customer satisfaction variable (Y) is influenced simultaneously by the service quality variable (X1) and the promotion variable (X2) at Café Awor in Kediri City. (4) The Determination Coefficient Test (R2) Adjusted R Square value is 0.670 or 67%. This means that 67% of the variation in customer satisfaction at Café Awor in the city of Kediri can be explained by variables. Quality of Service and Promotion. Customer satisfaction at Café Awor is influenced by 33% of external variables that were not researched Keywords: service quality, promotion, customer satisfaction

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	15 May 2025 08:24
Last Modified:	15 May 2025 08:36
URI:	http://repository.unik-kediri.ac.id/id/eprint/736

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