ANALISIS PEMASARAN, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUASAN KONSUMEN ( STUDI KASUS DI UD. LUPY BAKERY LAMONGAN)
DOI:
https://doi.org/10.33506/sl.v7i1.94Keywords:
Pemasaran, Kualitas Produk, Harga dan Kepuasan KonsumenAbstract
Perkembangan dunia ilmu pengetahuan dan teknologi pada saat ini mengalami kemajuan yang sangat pesat. Sebagai akibatnya banyak bermunculan perusahaan baru dan selanjutnya persaingan tidak dapat dihindari. Berhasil tidaknya suatu perusahaan dalam pencapaian tujuan tergantung pada manajemen yang ada dalam perusahaan. Metode analisis yang digunakan adalah metode kuantitatif dengan menggunakan uji validitas, uji reliabilitas, uji regresi linier berganda, uji korelasi, koefisien determinasi, uji F dan uji t. Berdasarkan hasil uji validitas menunjukan bahwa koefisien lebih besar dari r tabel dan dinyatakan valid, pada uji reliabilitas mempunyai koefisien alpha yang cukup besar dari 0,6 dan dinyatakan reliabel. Perhitungan regresi linier berganda diperoleh persamaan Y = 0,013 + 0,798X1 + 0,274X2 ̶ 0,129X3, uji F menunjukan nilai F = 105635,3 dengan signifikansi sebesar 0,00<0,05 dan secara parsial uji t dari variabel X1 sebesar 8,013, X2 sebesar 2,744 dan X3 sebesar -1,278. Untuk itu dapat disimpulkan bahwa secara parsial dari ketiga variabel bebas yang mempunyai pengaruh paling dominan terhadap kepuasan konsumen di UD. Lupy Bakery Lamongan adalah pemasaran (X1).
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