Analisis Pengaruh Kualitas Produk, Harga dan Kualitas Pelayanan terhadap Kepuasan Konsumen
(Studi Kasus pada Konsumen di Toko Buku Gramedia Pejaten Village)
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pelanggan Toko Buku Gramedia Pejaten Village terpengaruh oleh kualitas produk, biaya, dan tingkat layanan. Delapan puluh partisipan menjadi ukuran sampel untuk penelitian ini, dan teknik pengambilan sampel menggunakan teknik sensus. Program SPSS 26 digunakan untuk memproses data. Koefisien korelasi antara kualitas produk, harga, dan kualitas layanan dengan kepuasan pelanggan ditemukan sebesar 0,825, yang mengindikasikan adanya hubungan yang kuat dan positif antara ketiga variabel tersebut dengan kepuasan pelanggan. Nilai determinasi sebesar 0,668 atau 66,8%, yang berarti bahwa pengaruh gabungan dari kualitas produk, harga, dan kualitas layanan terhadap kepuasan pelanggan adalah sebesar 66,8%, dengan faktor-faktor lain yang mempengaruhi sisanya sebesar 33,2%.
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