Dampak Kualitas Pelayanan, Kualitas Produk, dan Harga terhadap Kepuasan Pelanggan pada Alfamart Penfui Timur, di Kabupaten Kupang, Nusa Tenggara Timur
DOI:
https://doi.org/10.30822/aksioma.v4i1.4417
Kata Kunci:
Kualitas Pelayanan; Kualitas Produk; Harga; Kepuasan PelangganAbstrak
Tujuan penelitian ini ialah guna mengetahui bagaimana kepuasan pelanggan di Alfamart, Penfui Timur, Kabupaten Kupang, Nusa Tenggara Timur, dipengaruhi oleh kualitas pelayanan, kualitas produk, dan harga. Prosedur pengambilan sampel yang digunakan metode purposive sampling yakni teknik dimana sampelnya ditentukan atas dasar kriteria maupun pertimbangan. Temuan studi menunjukkan bahwa kualitas produk tidak memiliki dampak terhadap kepuasan pelanggan di Alfamart, namun kualitas layanan dan harga memiliki dampak positif dan besar. Di Alfamart, kepuasan pelanggan dipengaruhi secara positif dan signifikan oleh harga, kualitas produk, dan kualitas layanan secara bersamaan. Penelitian ini menggunakan pendekatan kuantitatif. Kuesioner berfungsi sebagai instrumen, dan regresi berganda adalah metode analisis data. Kepuasan pelanggan dipengaruhi secara signifikan dan positif oleh hasil uji koefisien regresi untuk harga, kualitas produk, dan kualitas layanan yang digabungkan.
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