PENGARUH KUALITAS PELAYANAN DAN LOKASI USAHA TERHADAP KEUNGGULAN BERSAING PADA USAHA PT. ELEVEN KOMPUTER KOTA JAMBI

Yudah,, M. Sandi (2024) PENGARUH KUALITAS PELAYANAN DAN LOKASI USAHA TERHADAP KEUNGGULAN BERSAING PADA USAHA PT. ELEVEN KOMPUTER KOTA JAMBI. S1 thesis, Universitas Jambi.

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Abstract

ABSTRAK Peneliti melakukan penelitian di Toko Eleven Komputer Jambi yaitu toko yang menyediakan servis jasa perbaikan dan penjualan baik software maupun hardaware komputer. Dikarenakan bisnis wirausaha yang bergerak dibidang jasa belakangan ini makin berkembang pesat keberadaannya dan kian menjamur hampir di seluruh penjuru Kota, tidak terkecuali di Kota Jambi. Meningkatnya jumlah usaha ini tidak lepas dari perkembangan teknologi yang beriringan dengan kebutuhan masyarakat dalam penggunaan komputer untuk fasilitas penunjang berbagai aktivitas. Tujuan dari penelitian ini adalah untuk menganalisis: 1) Pengaruh Kualitas Pelayanan terhadap Keunggulan Bersaing pada usaha PT. Eleven Komputer Kota Jambi. 2) Pengaruh Lokasi Usaha terhadap Keunggulan Bersaing pada usaha PT.Eleven Komputer Kota Jambi. 3) Pengaruh Kualitas Pelayanan dan Lokasi Usaha terhadap Keunggulan Bersaing pada usaha PT.Eleven Komputer Kota Jambi. 4) Variabel mana yang berpengaruh paling dominan pada usaha PT.Eleven Komputer Kota Jambi. Metode dalam penelitian ini menggunakan metode deskriptif kuantitatif dan eksplanatoris. Dimana penelitian ini digunakan untuk mengetahui tentang pengaruh kualitas pelayanan dan lokasi usaha terhadap keunggulan bersaing pada usaha PT. Eleven Komputer Kota Jambi. Adapun data penelitian merupakan data Primer dan sekunder dengan teknik pengumpulan data berupa wawancara, kepustakaan, dan kuesioner. Analisis data yang digunakan dalam penelitian ini menggunakan statistik dan ekonometrika metode regresi linier berganda dengan bantuan aplikasi program SPSS statistic Ver.24.00 for windows. Dengan jumlah sampel yang digunakan adalah sebanyak 82 orang sebagai responden. Hasil penelitian berdasarkan hasil uji-F variabel kualitas pelayanan dan lokasi usaha secara simultan berpengaruh positif tidak signifikan terhadap variabel keunggulan bersaing PT. Eleven Komputer Kota Jambi. Sedangkan berdasarkan hasil uji-t secara parsial variabel kualitas pelayanan berpengaruh positif signifikan terhadap variabel keunggulan bersaing PT. Eleven Komputer Kota Jambi dan berdasarkan hasil uji-t secara parsial variabel lokasi usaha tidak berpengaruh signifikan terhadap variabel keunggulan bersaing PT. Eleven Komputer Kota Jambi. Adapun hasil analisis koefisien determinasi dari seluruh variabel diperoleh nilai sebesar 0,333. Artinya variabel keunggulan bersaing dapat dijelaskan oleh variabel kualitas pelayanan dan lokasi usaha sebesar 33,3% sedangkan sisanya sebesar 66,7 persen dipengaruhi oleh faktor-faktor lain diluar daripada penelitian ini. Kata Kunci : Kualitas Pelayanan, Keunggulan Bersaing, Lokasi Usaha. ABSTRACT Researchers conducted research at the Eleven Computer Shop in Jambi, a shop that provides repair services and sales of both computer software and hardware. This is because entrepreneurial businesses operating in the service sector have recently grown rapidly and are mushrooming in almost all corners of the city, including Jambi City. The increase in the number of businesses cannot be separated from technological developments which are in line with society's need to use computers as facilities to support various activities. The aim of this research is to analyze: 1) The influence of service quality on competitive advantage in the PT business. Eleven Computer Jambi City. 2) The influence of business location on competitive advantage in the PT. Eleven Computer business in Jambi City. 3) The influence of service quality and business location on competitive advantage in the PT. Eleven Computer business in Jambi City. 4) Which variable has the most dominant influence on the business of PT. Eleven Computer, Jambi City. The method in this research uses quantitative descriptive and explanatory methods. Where this research is used to find out about the influence of service quality and business location on competitive advantage in PT businesses. Eleven Computer Jambi City. The research data is primary and secondary data with data collection techniques in the form of interviews, literature and questionnaires. Data analysis used in this research uses statistics and econometrics with multiple linear regression methods with the help of the SPSS statistics program application Ver.24.00 for Windows. The number of samples used was 82 people as respondents. The research results are based on the results of the F-test, the variables of service quality and business location simultaneously have a positive and insignificant effect on the competitive advantage variable of PT. Eleven Computer Jambi City. Meanwhile, based on partial t-test results, the service quality variable has a significant positive effect on the PT competitive advantage variable. Eleven Computers Jambi City and based on partial t-test results the business location variable has no significant effect on the competitive advantage variable of PT. Eleven Computer Jambi City. The results of the analysis of the coefficient of determination for all variables obtained a value of 0.333. This means that the competitive advantage variable can be explained by the service quality and business location variables of 33.3%, while the remaining 66.7 percent is influenced by other factors outside of this research. Keywords: Service Quality, Competitive Advantage, Business Location.

Type: Thesis (S1)
Uncontrolled Keywords: Service Quality, Competitive Advantage, Business Location.
Subjects: L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: YUDAH
Date Deposited: 13 Jan 2025 07:12
Last Modified: 13 Jan 2025 07:12
URI: https://repository.unja.ac.id/id/eprint/71674

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