Hubungan Kualitas Pelayanan Dengan Kepuasan Konsumen Produk Cocoby Di Kota Jambi

Kesuma, Sajidah Erpa (2023) Hubungan Kualitas Pelayanan Dengan Kepuasan Konsumen Produk Cocoby Di Kota Jambi. S1 thesis, Universitas jambi.

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Abstract

LATAR BELAKANG : Penjualan produk CocoBy di Kota Jambi menghadapi masalah karena beberapa konsumen merasa tidak puas dengan kualitas pelayanan yang diberikan dan menganggap kualitas layanan masih kurang memadai. Terkait dengan kualitas pelayanan, penilaiannya tidak hanya bergantung pada pihak yang memberikan layanan, tetapi juga pada konsumen yang menerimanya. Sehingga peneliti tertarik untuk meneliti hubungan kualitas pelayanan dengan kepuasan konsumen produk CocoBy. TUJUAN : Untuk mengetahui hubungan kualitas pelayanan terhadap kepuasan konsumen CocoBy di Kota Jambi. METODE : Penelitian ini menggunakan pendekatan kuantitatif berjenis korelasional. Populasi penelitian ini ialah konsumen yang telah membeli secara langsung produk CocoBy tanpa perantara baik secara online dan offline. Pengambilan sampling menggunakan teknik purposive sampling dengan sampel sebanyak 65 orang. Instrumen pengumpulan data ialah skala kualitas pelayanan dan skala kepuasan konsumen. Analisis data menggunakan Pearson’s Product Moment. HASIL : Daitemukanya adanya hubungan positif secara simultan antara kualitas pelayanan dengan kepuasan konsumen pada produk CocoBy di Kota Jambi dengan nilai signifikasinya 0,709 dengan nilai p value <0,000. Daitemukan hubungan positif signifikan antara aspek kualitas pelayanan dan aspek kepuasan konsumen. KESIMPULAN : Terdapat hubungan yang signifikan secara simutan antara kualitas pelayanan dan kepuasan konsumen di mana kualitas pelayanan memberikan sumbangan efektif terhadap kepuasan konsumen sebesar 68,45%. BACKGROUND : Sales of CocoBy products in Jambi City face problems because some consumers are dissatisfied with the quality of service provided and consider the quality of service is still inadequate. Related to service quality, the assessment depends not only on the party who provides the service, but also on the consumers who receive it. So that researchers are interested in examining the relationship between service quality and consumer satisfaction of CocoBy products. PURPOSE : To find out the relationship between service quality and CocoBy customer satisfaction in Jambi City. METHODS : This study used a correlational quantitative approach. The population of this study is consumers who have directly purchased CocoBy products without intermediaries both online and offline. Sampling using purposive sampling technique with a sample of 65 people. Data collection instruments are service quality scale and customer satisfaction scale. Analyze data using Pearson's Product Moment. RESULTS : It was found that there was a simultaneous positive relationship between service quality and consumer satisfaction in CocoBy products in Jambi City with a significance value of 0.709 with a p value of <0.000. A significant positive relationship was found between aspects of service quality and aspects of customer satisfaction. CONCLUSIONS : There is a significant relationship between service quality and customer satisfaction where service quality contributes effectively to customer satisfaction by 68.45%. Keywords : Service Quality, Customer Satisfaction, Entrepreneurship, CocoBy

Type:	Thesis (S1)
Uncontrolled Keywords:	Service Quality, Customer Satisfaction, Entrepreneurship, CocoBy
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Kedokteran dan Ilmu Kesehatan > Psikologi
Depositing User:	KESUMA
Date Deposited:	22 Sep 2023 07:11
Last Modified:	09 Jul 2024 04:03
URI:	https://repository.unja.ac.id/id/eprint/56210

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