Rahayu, Nila Tri (2024) Pengaruh Kualitas Produk, Pelayanan Dan Harga Terhadap Kepuasan Pelanggan Mixue Di Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to determine the effect of product quality, service and price on Mixue customer satisfaction in the city of Malang. The sample used in this research was 85 people, who had purchased Mixue products in Malang City. The sampling technique in this research uses a random sampling method, namely a technique for drawing samples from the population without considering the strata of the population. Data collection was carried out using a questionnaire with a Likert scale. The analytical method used in this research is the multiple regression analysis method with the SPSS 23 application. From the results of multiple regression analysis in this study, Y = 4.615 + 0,092 X1 + 0,235 X2 + 0,037 X3. This shows that the service and price variables have a positive and significant effect on customer satisfaction. Meanwhile, the calculated F value > F table (F calculated 96.821 > F table 2.72), shows that the variables of product quality, service and price simultaneously have a positive and significant effect on customer satisfaction. The coefficient value (Adjusted R Square) is 0.774, which shows that the variables of product quality, service and price are able to contribute 77.4% and 22.6% are influenced by other variables not examined in this research. The variable that has the dominant influence is service because the t value for service is 32.503, while product quality is 12.280 and price is 7.839.

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