PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA CAFE KOPI TUH DI KABUPATEN TANGERANG
Abstract
This thesis uses quantitative research that aims to determine how much influence product quality and price have on consumer satisfaction at Tuh Coffee Cafe, Tangerang Regency. The population in this study was consumers at Cafe Kopi Tuh Tangerang Regency which amounted to 22,539 people and a sample of 100 people, the sample technique used was the slovin sample technique, the data collection technique used in this study was the observation method and questionnaire. The purpose of this study is to determine the Effect of Product Quality and Price on Consumer Satisfaction of Tuh Coffee Cafe, Tangerang Regency, product quality (X1) has a significant effect on consumer satisfaction (Y). Test the hypothesis obtained Tcalculate > Ttabel or (3.227 > 1.661) with a significant value of 0.002 < 0.05, it can be concluded that H0 is rejected and H1 is accepted. This means that there is an influence of product quality on consumer satisfaction at Caffe Kopi Tuh, Tangerang Regency. Price (X2) has a significant effect on purchasing decisions (Y). Test the hypothesis obtained Tcalculate > Ttabel or (2.067 > 1.661) with a significant value of 0.041 < 0.05 then it can be concluded that H0 rejected H2 is accepted. This means that there is an effect of price on consumer satisfaction at Cafe Kopi Tuh, Tangerang Regency. The hypothesis test was obtained by Fcalculate > Ftabel or (60.497> 2.36) with a significant value of 0.002 < 0.05. Thus H0 is rejected and H3 is accepted. This means that there is a simultaneous positive and significant influence between Product Quality and Price on Consumer Satisfaction at Tuh Coffee Cafe, Tangerang Regency. The value of the Coefficient of Determination or R Square (R2) is 0.555 or equal to 55.55% which shows that the product quality variable (X1) and the price variable (X2) simultaneously (together) affect the consumer satisfaction variable (Y) by 55.5% while 44.5% is influenced by other variables that are not studied.
References
Afnina. A., dan Hastuti. Y, (2018). Pengaruh Kualitas Produk terhadap Kepuasan Pelanggan. Jurnal Samudra Ekonomi Dan Bisnis, 9(1), Halaman 21–30.
Ahmad Izzuddin dan Muhammad Muhsin. 2020. Pengaruh Kualitas Produk, Kualitas Layanan, Dan Lokasi Terhadap Kepuasan Konsumen. Jurnal Manajemen Dan Bisnis Indonesia. Vol. 6 No. 1.
Ahyani. 2022. Pengaruh Kualitas Produk dan Harga Terhadap Kepuasan Konsumen Pada Dapuruma Di Masjid Raya Bintaro Jaya Tangerang Selatan. Scientific Journal Of Reflection. Vol. 5, No. 3.
Aldi Nurwana, Alfina Karismatul Laila, Choiril Seilia Nur Cholifah, Mohamad Ajib Markaban Mahiri, Nadia Roosmalita Sari. 2023. Pengaruh Kualitas Produk, Fasilitas, dan Harga Terhadap Kepuasan Konsumen Pada Angkringan Pule. Jurmal Manajemen Bisnis. Vol. 12 No.1-10.
Asti, E., & Tyas, E. A. (2020). Pengaruh Harga, Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen (Effect Of Service Quality, Product Quality And Price On Consumer Satisfaction), Vol. 01.
Bintang Kejora, Suherman, dan Ratna Mega Sari. 2022. Pengaruh Bauran Pemasaran Terhadap Kepuasan Konsumen Minuman Kopi (Suatu Kasus Di Kedai Kopi Harum Manis Karang Tengah Kota Tangerang). Jurnal Agribisnis Terpadu. Vol. 15 No. 1.
Dahrani, & Syahfitri, A. (2022). Pengaruh harga, kualitas produk, dan harga terhadap kepuasaan pelanggan online shop ditinjau dari perspektif islam pada home industry queennacollection, E-ISSN 2745-6153.
Haryantini. (2020). Analisis SWOT pada Strategi Bisnis Kompetensi Kepuasan Pelanggan (Study Kasus pada Customer dari PT. Protekindo Sanita, Kab.Tangerang), Volume 4 Nomor 1 Pege (Hal.): 52–61 ISSN N0. (PRINT) 2598-0823, (ONLINE) 2598-2893.
Izzuddin, A., & Muhsin, M. (2020). Pengaruh Kualitas Produk, Kualitas Layanan Dan Lokasi Terhadap Kepuasan Konsumen, Jurnal Manajemen Dan Bisnis Indonesia, Vol. 6 No.1 Hal. 72-78.
Kejora, B., Suherman, & Sari, R. (2022). Pengaruh Bauran Pemasaran Terhadap Kepuasan Konsumen Minuman Kopi (Suatu Kasus Di Kedai Kopi Harum Manis Karang Tengah Kota Tangerang), Jurnal Agribisnis Terpadu, Vol. 15 No. 11-25.
Maharani, R. A., & Alam, I. A. (2022). Sibatik. Pengaruh Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen selama Pandemi Covid-19 Pada Kebab Salahuddin, Journal Volume 1 no.4.
Manullang , N. R., & Heryenzus. (2023). eCo-Buss. Pengaruh Harga dan Harga terhadap Kepuasan pelanggan Extra Qilo Laundry Kiloan di Kota Batam, Volume 5, Nomor 3, p-ISSN 2622-4291.
Maulana. A. S, (206). Pengaruh Harga Dan Harga Terhadap Kepuasan Pelanggan PT. Toi. Jurnal Ekonomi. Volume 7 Nomor 2, Hal. 113- 125.
Nurfalah, A. A., Zahra, S., & Ta, M. B. (2020). Jurnal bina bangsa. Pengaruh Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen Di Kedai Kopi Mustafa85 Pandeglang Banten (Studi Kasus Kedai Kopi Mustafa85 di Pandeglang Banten), p-ISSN: 2087-040X.
Putra. P. I. M., & Wimba, I. G. A. (2021). Pengaruh Store Atmosphere, Kualitas Produk dan Harga terhadap Kepuasan Konsumen Pizza Hut Cabang Gatot Subroto Denpasar. Jurnal Manajemen, Kewirausahaan dan Pariwisata. Vol. 1 (No. 2): Hal 744-756.
Setiawati. A (2020). Pengaruh Kualitas Produk, Promosi Dan Harga Terhadap Kepuasan Konsumen pada Provider Indosat Ooredoo, Prosiding Manajemen, ISSN: 2460-6545, Vol 6. No. 1. Hal 466-469
