PENGARUH EMOTIONAL BRANDING, CUSTOMER VALUE, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (STUDI KASUS PADA RESTORAN BAKSO LAPANGAN TEMBAK SENAYAN BEKASI)
Total View This Week0
Total View This Week0
Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Taufiq, Achmad
Subject
Manajemen Pemasaran
Datestamp
2020-11-23 08:08:25
Abstract :
Penelitian ini bertujuan untuk mengetahui pengaruh emotional branding, customer value, dan kualitas pelayanan terhadap kepuasan pelanggan Restoran Bakso Lapangan Tembak Senayan Bekasi. Strategi penelitian ini adalah asosiatif. Teknik pengambilan sampel menggunakan purposive sampling. Populasi di dalam penelitian ini adalah keseluruhan konsumen Bakso Lapangan Tembak Senayan Bekasi. Responden sebanyak 100 orang. Metode analisis koefisien determinasi parsial & berganda, serta uji hipotesis dengan bantuan IBM SPSS Statistic 24. Berdasarkan hasil dan pembahasan menunjukkan secara parsial terdapat pengaruh yang signifikan emotional branding terhadap kepuasan pelanggan sebesar 17,64% ; secara parsial terdapat pengaruh yang signifikan customer value terhadap kepuasan pelanggan sebesar 8,18% ; secara parsial terdapat pengaruh yang signifikan kualitas pelayanan terhadap kepuasan pelanggan sebesar 7,50%. Adapun secara simultan terdapat pengaruh yang signifikan emotional branding, customer value, dan kualitas pelayanan terhadap kepuasan pelanggan sebesar 69,05%. Berdasarkan hasil pengujian hipotesis dengan taraf nyata 5% disimpulkan bahwa secara parsial emotional branding, customer value, dan kualitas pelayanan signifikan terhadap kepuasan pelanggan. Hasil pengujian hipotesis secara simultan menyimpulkan emotional branding, customer value, dan kualitas pelayanan berpengaruh secara signifikan terhadap kepuasan pelanggan. he purpose of this research is to determine the influence of emotional branding, customer value, and service quality to customer satisfaction Bakso Lapangan Tembak Senayan. Researcher used associative strategy. The sampling in this research used purposive sampling technique. Consumen of Bakso Lapangan Tembak Senayan Bekasi use as population and the data sample are 100 respondens. This research uses a corelation coefficient & determination coefficient, and hipotesis testing by IDM SPSS Statistics 24. Based on the results and discussion, it shows that partially there is a significant effect of emotional branding on customer satisfaction 17.64%; partially there is a significant effect of customer value on customer satisfaction 8.18%; partially there is a significant effect of service quality on customer satisfaction 7.50%. Meanwhile, simultaneously there is a significant effect of emotional branding, customer value, and service quality on customer satisfaction 69.05%. Based on the results of hypothesis testing with a real level of 5%, it can be concluded that partially emotional branding, customer value, and service quality have a significant effect on customer satisfaction. The result of hypothesis testing simultaneously concludes that emotional branding, customer value, and service quality have a significant effect on customer satisfaction.
Penelitian ini bertujuan untuk mengetahui pengaruh emotional branding, customer value, dan kualitas pelayanan terhadap kepuasan pelanggan Restoran Bakso Lapangan Tembak Senayan Bekasi. Strategi penelitian ini adalah asosiatif. Teknik pengambilan sampel menggunakan purposive sampling. Populasi di dalam penelitian ini adalah keseluruhan konsumen Bakso Lapangan Tembak Senayan Bekasi. Responden sebanyak 100 orang. Metode analisis koefisien determinasi parsial & berganda, serta uji hipotesis dengan bantuan IBM SPSS Statistic 24. Berdasarkan hasil dan pembahasan menunjukkan secara parsial terdapat pengaruh yang signifikan emotional branding terhadap kepuasan pelanggan sebesar 17,64% ; secara parsial terdapat pengaruh yang signifikan customer value terhadap kepuasan pelanggan sebesar 8,18% ; secara parsial terdapat pengaruh yang signifikan kualitas pelayanan terhadap kepuasan pelanggan sebesar 7,50%. Adapun secara simultan terdapat pengaruh yang signifikan emotional branding, customer value, dan kualitas pelayanan terhadap kepuasan pelanggan sebesar 69,05%. Berdasarkan hasil pengujian hipotesis dengan taraf nyata 5% disimpulkan bahwa secara parsial emotional branding, customer value, dan kualitas pelayanan signifikan terhadap kepuasan pelanggan. Hasil pengujian hipotesis secara simultan menyimpulkan emotional branding, customer value, dan kualitas pelayanan berpengaruh secara signifikan terhadap kepuasan pelanggan. he purpose of this research is to determine the influence of emotional branding, customer value, and service quality to customer satisfaction Bakso Lapangan Tembak Senayan. Researcher used associative strategy. The sampling in this research used purposive sampling technique. Consumen of Bakso Lapangan Tembak Senayan Bekasi use as population and the data sample are 100 respondens. This research uses a corelation coefficient & determination coefficient, and hipotesis testing by IDM SPSS Statistics 24. Based on the results and discussion, it shows that partially there is a significant effect of emotional branding on customer satisfaction 17.64%; partially there is a significant effect of customer value on customer satisfaction 8.18%; partially there is a significant effect of service quality on customer satisfaction 7.50%. Meanwhile, simultaneously there is a significant effect of emotional branding, customer value, and service quality on customer satisfaction 69.05%. Based on the results of hypothesis testing with a real level of 5%, it can be concluded that partially emotional branding, customer value, and service quality have a significant effect on customer satisfaction. The result of hypothesis testing simultaneously concludes that emotional branding, customer value, and service quality have a significant effect on customer satisfaction.
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
