PENGARUH MASS CUSTOMIZATION, KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN (Studi Usaha Sofa KMJ Jl. Pattimura Kota Jambi)

Alfarabi, K.M (2022) PENGARUH MASS CUSTOMIZATION, KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN (Studi Usaha Sofa KMJ Jl. Pattimura Kota Jambi). S1 thesis, Universitas Jambi.

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Abstract

ABSTRAK Tujuan penelitian ini untuk mengetahui pengaruh dari mass customization, kualitas produk, dan harga terhadap kepuasan konsumen CV.KMJ Furniture Kota Jambi. Objek penelitian ini adalah pelanggan sofa KMJ Furniture sepanjang tahun 2020. Pada penelitian ini, ukuran sampel diambil dengan menggunakan rumus Slovin berjumlah 67 orang yang berasal dari konsumen KMJ Furniture.Pendekatan yang digunakan dalam penelitian ini adalah pendekatan deskriptif kuantitatif. Teknik pengambilan sampel pada penelitian ini adalah wawancara, observasi dan kuesioner. Penelitian ini menggunakan teknik analisis regresi linier berganda dengan bantuan program SPSS versi 22.0. Hasil kuesioner pernyataan di uji menggunakan uji validitas dan reliabilitas yang menunjukkan data tersebut valid dan reliable. Hasil penelitian ini menunjukkan bahwa variabel mass customization (X1), kualitas produk (X2) dan harga (X3) berpengaruh secara simultan dan parsial terhadap kepuasan konsumen KMJ Furniture. Kata kunci: Mass Customization, Kualitas Produk, Harga, Kepuasan Konsumen ABSTRACT The purpose of this study was to determine the effect of mass customization, product quality, and price on consumer satisfaction at CV.KMJ Furniture Jambi City. The object of this research is KMJ Furniture sofa customers throughout 2020. In this study, the sample size was taken using the Slovin formula totaling 67 people who came from KMJ Furniture consumers. The approach used in this study was a quantitative descriptive approach. Sampling techniques in this study were interviews, observations and questionnaires. This study uses multiple linear regression analysis with the help of SPSS version 22.0. The results of the statement questionnaire were tested using validity and reliability tests which showed the data were valid and reliable. The results of this study indicate that the variables of mass customization (X1), product quality (X2) and price (X3) have a simultaneous and partial effect on consumer satisfaction of KMJ Furniture. Keywords: Mass Customization, Product Quality, Price, Consumer Satisfaction

Type:	Thesis (S1)
Uncontrolled Keywords:	Mass Customization, Product Quality, Price, Consumer Satisfaction
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Alfarabi
Date Deposited:	22 Sep 2022 07:24
Last Modified:	09 Jul 2024 03:01
URI:	https://repository.unja.ac.id/id/eprint/40009

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