PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA ALFAMART BANDAR LAMPUNG
Abstract
Penelitian ini bertujuan untuk menginvestigasi dampak harga dan kualitas pelayanan terhadap kepuasan konsumen di Alfamart Bandar Lampung. Populasi penelitian ini terdiri dari pelanggan Alfamart di Bandar Lampung. Sampel penelitian diambil menggunakan metode probability sampling dengan menerapkan rumus Slovin, yang menghasilkan sampel sebanyak 100 responden. Penelitian ini menggunakan pendekatan kuantitatif. Data yang digunakan adalah data primer yang dikumpulkan melalui penyebaran kuesioner secara online. Analisis regresi berganda dan korelasi dilakukan menggunakan perangkat lunak SPSS versi 26. Hasil penelitian menunjukkan bahwa menurut uji t, baik harga maupun kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap kepuasan konsumen di Alfamart Bandar Lampung. Temuan serupa juga terlihat dalam uji F, yang menunjukkan bahwa harga dan kualitas pelayanan secara bersama-sama berpengaruh terhadap kepuasan konsumen di Alfamart Bandar Lampung.
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DOI: https://doi.org/10.33365/tb.v6i2.2898
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