Pengaruh kepuasan pelanggan atas kualitas layanan dan kualitas produk terhadap loyalitas merek Mc Donalds di Graha Family Surabaya Barat

Amelia, Lisa (2019) Pengaruh kepuasan pelanggan atas kualitas layanan dan kualitas produk terhadap loyalitas merek Mc Donalds di Graha Family Surabaya Barat. Bachelor (S1) thesis, WIJAYA KUSUMA SURABAYA UNIVERSITY.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh kepuasaan pelanggan atas kualitas layanan dan kualitas produk terhadap loyalitas merek McDonalds di Graha Family Surabaya Barat. Terdapat 2 variabel bebas di penelitian ini yaitu kualitas layanan, kualitas produk dan variabel terikat yaitu loyalitas merek. Populasi penelitian ini diambil dari konsumen yang melakukan pembelian di McDonalds di Graha Family Surabaya Barat dan berdomisil di Surabaya bagian Barat. Sampel penelitian ini diambil sejumlah 80 orang konsumen yang telah melakukan pembelian di McDonalds Graha Family. Penelitian ini menggunakan kuisioner yang disebarkan sebanyak 85 lembar dan hanya kembali 80 lembar saja. Penelitian ini menggunakan teknik analisis regresi linier berganda Dapat disimpulkan dari hasil penelitian yang dilakukan bahwa kepuasaan pelanggan atas kualitas layanan dan kualitas produk adanya pengaruh secara positif terhadap loyalitas merek McDonalds di Graha Family Surabaya Barat. Kata kunci : Kualitas Layanan, Kualitas Produk dan Loyalitas Merek. ABSTRACT The purpose of this research is to analyze the impact of Customer Satisfaction from the Service Quality and the Quality of Product to Brand Loyalty of McDonalds at Graha Family West Surabaya. There are 2 dependent variables Service Quality, Quality of Product and there is one independent variable Brand Loyalty The population of this research used by customer who come to buy product from McDonalds at Graha Family West Surabaya. Sample of this research at least 85 sheets, spreading it in McDonalds Graha Family’s customers and only returned 80 sheets. This research used technique analysis multiple linear regression. The final result of this research is tthe impact of Customer Satisfaction from the Service Quality and the Quality of Product have positive impact with Brand Loyalty of McDonalds at Graha Family West Surabaya. Keywords : Service Quality, Quality of Product and Brand Loyalty.

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kualitas Layanan, Kualitas Produk dan Loyalitas Merek.
Subjects:	L Education > L Education (General)
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Lisa Amelia
Date Deposited:	17 Sep 2019 09:25
Last Modified:	17 Sep 2019 09:25
URI:	http://erepository.uwks.ac.id/id/eprint/4827

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