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Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Promosi Terhadap Kepuasan Pelanggan Geprek Bensu Cabang Yogyakarta

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Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Promosi Terhadap Kepuasan Pelanggan Geprek Bensu Cabang Yogyakarta PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUASAN PELANGGAN GEPREK BENSU CABANG YOGYAKARTA Skripsi Diajukan untuk Memenuhi Salah Satu Syarat Memperoleh Gelar Sarjana Manajemen Program Studi S1 Manajemen Oleh : Dian Clara Dundang NIM: 162214101 PROGRAM STUDI S1 MANAJEMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2021 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUASAN PELANGGAN GEPREK BENSU CABANG YOGYAKARTA Skripsi Diajukan untuk Memenuhi Salah Satu Syarat Memperoleh Gelar Sarjana Manajemen Program Studi S1 Manajemen Oleh: Dian Clara Dundang NIM: 162214101 PROGRAM STUDI S1 MANAJEMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2021 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI MOTTO DAN PERSEMBAHAN Segala perkara dapat kutanggung di dalam Dia yang memberi kekuatan kepadaku -Filipi 4:13- If you want to change different, start from your self. And don't be affraid to try what you want. (Jika kamu menginginkan perubahan yang berbeda, mulailah dari dirimu sendiri. Dan jangan takut untuk mencoba apa yang kamu inginkan) -Dian Clara Dundang- Skripsi ini kupersembahkan kepada : Papa dan mama tersayang. Kakak tercinta. Keluarga besar dundang. iv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR ISI HALAMAN JUDUL .............................................................................................. i HALAMAN PERSETUJUAN PEMBIMBING ................................................. ii HALAMAN PENGESAHAN .............................................................................. iii MOTTO DAN PERSEMBAHAN....................................................................... iv HALAMAN PERNYATAAN KEASLIAN KARYA TULIS .............................v HALAMAN PERNYATAAN PERSETUJUAN ............................................... vi KATA PENGANTAR ......................................................................................... vii DAFTAR ISI ......................................................................................................... ix DAFTAR TABEL ................................................................................................ xi DAFTAR GAMBAR ........................................................................................... xii DAFTAR LAMPIRAN ...................................................................................... xiii ABSTRAK .......................................................................................................... xiv ABSTRACT ..........................................................................................................xv BAB 1 PENDAHULUAN ......................................................................................1 A. Latar Belakang Masalah ............................................................................1 B. Rumusan Masalah.......................................................................................8 C. Pembatasan Masalah ..................................................................................9 D. Tujuan Penelitian ........................................................................................9 E. Manfaat Penelitian ....................................................................................10 BAB II KAJIAN PUSTAKA ...............................................................................11 A. Landasan Teori .........................................................................................11 B. Penelitian Sebelumnya ..............................................................................25 C. Kerangka Konseptual Penelitian .............................................................27 D. Hipotesis .....................................................................................................28 BAB III METODE PENELITIAN .....................................................................33 A. Jenis Penelitian ..........................................................................................33 B. Waktu dan Lokasi Penelitian ...................................................................33 C. Variabel Penelitian ....................................................................................33 D. Populasi dan Sampel .................................................................................38 E. Unit Analisis...............................................................................................40 ix PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI F. Teknik Pengambilan Sampel ...................................................................40 G. Sumber Data .............................................................................................41 H. Teknik Pengumpulan Data ......................................................................41 I. Teknik Pengujian Instrumen ...................................................................42 J. Teknik Analisis Data .................................................................................44 BAB IV GAMBARAN UMUM PERUSAHAAN ..............................................52 A. Sejarah Singkat Perusahaan ....................................................................52 B. Visi dan Misi Geprek Bensu .....................................................................53 C. Biografi .......................................................................................................54 D. Pemasaran Geprek Bensu ........................................................................55 BAB V ANALISIS DATA DAN PEMBAHASAN ............................................61 A. Karakteristik Responden .........................................................................62 B. Deskripsi Variabel Penelitian ..................................................................68 C. Teknik Pengujian Instrumen ...................................................................74 D. Analisis Regresi Linear Berganda ...........................................................78 E. Uji Asumsi Klasik......................................................................................79 F. Uji F ............................................................................................................82 G. Uji t .............................................................................................................84 H. Uji Koefisien Determinasi .........................................................................86 I. Pembahasan ...............................................................................................87 BAB VI PENUTUP ..............................................................................................90 A. Kesimpulan ................................................................................................90 B. Saran ..........................................................................................................91 C. Keterbatasan..............................................................................................93 DAFTAR REFERENSI .......................................................................................94 LAMPIRAN ..........................................................................................................96 x PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR TABEL No. Judul Halaman III.1 Indikator .........................................................................................34 V.1 Skala Variabel Penelitian ...............................................................69 V.2 Frekuensi Data Variabel Penelitian ................................................70 V.3 Uji Validitas Kualitas Pelayanan ...................................................75 V.4 Uji Validitas Kualitas Produk ........................................................76 V.5 Uji Validitas Promosi .....................................................................76 V.6 Uji Validitas Kepuasan Pelanggan .................................................76 V.7 Uji Reliabilitas ...............................................................................77 V.8 Analisis Regresi Linear Berganda ..................................................78 V.9 Uji Normalitas ................................................................................79 V.10 Uji Multikolinearitas ......................................................................82 V.11 Uji F ...............................................................................................83 V.12 Uji t.................................................................................................85 V.13 Uji Koefisien Determinasi ............................................................86 xi PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR GAMBAR No. Judul Halaman II.1 Kerangka Konseptual .....................................................................28 K.1 Karakteristik Responden Berdasarkan Jenis Kelamin ...................62 K.2 Karakteristik Responden Berdasarkan Usia ...................................63 K.3 Karakteristik Responden Berdasarkan Asal Universitas ................64 K.4 Karakteristik Responden Berdasarkan Pendapatan .......................65 K.5 Karakteristik Berdasarkan Pembelian Produk ...............................66 K.6 Karakteristik Berdasarkan Informasi .............................................67 K.7 Karakteristik Berdasarkan Alasan ..................................................68 V.1 P-P Plot Uji Normalitas .................................................................80
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