Wilvian, Sylvie (2024) The influence of service quality, price, and promotion toward Shopeefood customer satisfaction in Medan city. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The development of the hospitality world is growing with digitalization, the
existence of online application services such as ShopeeFood makes it easier for
consumers in this digitalization era. Several problems arose from service quality, price,
promotion which caused several complaints received by ShopeeFood.
The purpose of the research was to find out the effect of service quality (X1),
price (X2), promotion (X3) on customer satisfaction at ShopeeFood in Medan city. By
using a sample of 100 with a population of ShopeeFood consumers in the city of Medan
and using non-probability sampling techniques.
This research uses descriptive and quantitative analysis. with instrument testing,
descriptive analysis, multiple linear regression, determination coefficient test, classical
assumption test, and hypothesis testing with an analytical approach. testing was carried
out using SPSS 27 Software.
After testing the T test and F test, it can be stated that the variables service
quality (X1), price (X2), promotion (X3) has a simultaneous influence on the dependent
variable, namely customer satisfaction (Y), besides that the alternative hypothesis is
accepted and the null hypothesis is rejected.
The results of this study indicate that the coefficient of determination caused by
the three independent variables is 68.4% and the other 31.6% is caused by other
variables not included in this study. ShopeeFood must maintain price competitiveness
that reflects the quality of services provided, because consumers prioritize affordable
prices over the quality service provided. besides that, it is necessary to increase
promotional efforts to increase awareness to consumers. / Perkembangan dunia perhotelan semakin berkembang dengan adanya
digitalisasi, adanya layanan aplikasi online seperti ShopeeFood semakin memudahkan
konsumen di era digitalisasi ini. Beberapa masalah muncul dari kualitas pelayanan,
harga, promosi yang menyebabkan beberapa keluhan yang diterima oleh ShopeeFood.
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas
pelayanan (X1), harga (X2), promosi (X3) terhadap kepuasan konsumen pada
ShopeeFood di kota Medan. Sejumlah 100 sample digunakan dengan populasi
pengguna ShopeeFood di kota Medan.
Penelitian ini menggunakan analisis deskriptif dan kuantitatif. dengan uji
instrumen, analisis deskriptif, regresi linier berganda, uji koefisien determinasi, uji
asumsi klasik, dan uji hipotesis dengan pendekatan analisis. pengujian dilakukan
dengan menggunakan Software SPSS 27.
Setelah dilakukan pengujian uji T dan uji F, maka dapat dinyatakan bahwa
variabel kualitas pelayanan (X1), harga (X2), promosi (X3) memiliki pengaruh secara
simultan terhadap variabel dependen yaitu kepuasan konsumen (Y), selain itu hipotesis
alternatif diterima dan hipotesis nol ditolak.
Hasil penelitian ini menunjukkan bahwa nilai koefisien determinasi yang
disebabkan oleh ketiga variabel independen sebesar 68,4% dan 31,6% lainnya
disebabkan oleh variabel lain yang tidak dimasukkan dalam penelitian ini.
ShopeeFood harus mempertahankan daya saing harga yang mencerminkan kualitas
pelayanan yang diberikan, karena konsumen lebih mengutamakan harga yang
terjangkau dibandingkan dengan kualitas pelayanan yang diberikan. selain itu perlu
meningkatkan upaya promosi untuk meningkatkan kesadaran kepada konsumen.
Item Type: | Thesis (Bachelor) |
---|---|
Creators: | Creators NIM Email ORCID Wilvian, Sylvie NIM03013200038 wilviansylvie@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Syah Putra, Ali NIDN0108128102 UNSPECIFIED |
Uncontrolled Keywords: | quantitative; service quality; price; promotion; customer satisfaction |
Subjects: | H Social Sciences > H Social Sciences (General) |
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
Depositing User: | Sylvie Wilvian |
Date Deposited: | 17 Feb 2024 15:21 |
Last Modified: | 19 Mar 2024 02:15 |
URI: | http://repository.uph.edu/id/eprint/62193 |