PENGARUH KUALITAS PELAYANAN, HARGA, DAN BRAND TERHADAP KEPUASAN KONSUMEN PADA TOKO BANGUNAN UD UTAMA DESA KETANON KECAMATAN KEDUNGWARU KABUPATEN TULUNGAGUNG

FATCHURROFIQ ZAMZAMI, 12405173110 (2022) PENGARUH KUALITAS PELAYANAN, HARGA, DAN BRAND TERHADAP KEPUASAN KONSUMEN PADA TOKO BANGUNAN UD UTAMA DESA KETANON KECAMATAN KEDUNGWARU KABUPATEN TULUNGAGUNG. [ Skripsi ]

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Abstract

Thesis entitled "The Effect of Service Quality, Price, and Brand on Consumer Satisfaction in the Main UD Building Store Ketanon Village Kedungwaru District Tulungagung Regency" was written by Fatchurrofiq Zamzami, NIM. 12405173110, Faculty of Economics and Islamic Business, Department of Sharia Business Management, Sayyid Ali Rahmatullah Tulungagung State Islamic University, with mentor Ahmad Sayichoni, M.Sy. This research is motivated by competition with the importance of measuring the ability of a building shop to manage and apply its resources to realize good building shop performance. Consumer satisfaction is interesting to research because it involves consumers with the company. To get consumer satisfaction, the company can fulfill consumer desires in the form of quality services provided, affordable prices, and providing well-known brands or brands. The indicators used in this study are Service Quality, Price, and brand to Consumer Satisfaction. The purpose of this study is (1) to test the effect of service quality on consumer satisfaction (2) to test the effect of price on consumer satisfaction (3) to test the influence of brand on consumer satisfaction (4) to test the influence of service quality, price, and brand simultaneously on the level of consumer satisfaction. In this study using quantitative methods with associative types of research. The population in the study were consumers of The Main UD building shop. The samples in this study used incidental sampling techniques. This research using validity tests, classical assumption tests, hypothesis tests, and multiple linear regression tests is processed so as to produce the following regression equations: Y = 4,474 + 0,055X1 + 0,831X2 + 0,198X3 The results of the study with hypothesis testing using the t test showed that (1) service quality did not affect consumer satisfaction (2) price had a positive and significant effect on consumer satisfaction (3) the brand did not affect consumer satisfaction (4) the quality of service, price, and brand simultaneously had a positive and significant effect on consumer satisfaction of the Main UD building store. Keywords: The Effect of Service Quality, Price, and Brand on Consumer Satisfaction of the Main UD building shop, Ketanon Village, Kedungwaru District, Tulungagung Regency

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