Promosi Dan Harga pada Kepuasan Pelanggan Restoran Fast Food

Abstract

Tujuan penelitian ini untuk mengetahui pengaruh promosi, harga terhadap kepuasan pelanggan di restoran fast food CFC cabang mall Kalibata. Penelitian ini dilakukan melalui survei dengan eksplanasi secara deskriptif. Metode analisis yang digunakan dalam penelitian ini adalah metode kuantitatif. Metode pengolahan data yang digunakan penelitian adalah uji validitas, uji reabilitas, uji normalitas, uji heterokedasititas, dan uji multikolinieritas. Sampel yang digunakan dalam penelitian ini sebanyak 150 responden. Hasil penelitian ini menunjukan bahwa promosi berpengaruh secara parsial terhadap kepuasan pelanggan di restoran fast food, terbukti dalam penelitian ini bahwa t hitung 8,573 lebih besar dari t tabel 0.1603. Harga berpengaruh negatif secara signifikan terhadap kepuasan pelanggan di restoran fast food. Terbukti bahwa t hitung 3.327 lebih besar dari t tabel 0.1603. Promosi dan harga berpengaruh secara simultan terhadap kepuasan pelanggan di restoran fast food, maka berdasarkan hasil penelitian ini, dapat di simpulkan bahwa f hitung 63,737 lebih besar dari f tabel 3,115. Berdasarkan hasil penelitian tersebut maka perusahaan perlu melakukan inovasi yang berkelanjutan terutama dalam hal ini meningkatkan promosi dan harga yang lebih baik lagi sehingga dapat meningkatkan kepuasan pelanggan di restoran fast food CFC cabang mall kalibata.The Effect Of Promotions And Prices On Customer Satisfaction In Fast Food RestaurantAbstractThe purpose of this study was to determine the effect of promotion, prices on customer satisfaction at the fast food CFC restaurant, Kalibata mall branch. This research was conducted through a survey with descriptive explanation. The analytical method used in this study is a quantitative method. Data processing methods used in this research are validity test, reliability test, normality test, heterocyticity test, and multicollinearity test. The sample used in this study were 150 respondents. The results of this study indicate that promotion has a partial effect on customer satisfaction at fast food restaurants, as evidenced in this study that t count of 8.573 is greater than t table 0.1603. Price has a significant negative effect on customer satisfaction at fast food restaurants. It is proven that t count 3.327 is greater than t table 0.1603. Promotions and prices have a simultaneous effect on customer satisfaction at fast food restaurants, so based on the results of this study, it can be concluded that f count 63,737 is greater than f table 3.115. Based on the results of these studies, the company needs to carry out continuous innovation, especially in this case increasing promotion and better prices so that it can increase customer satisfaction at the fast food CFC restaurant, mall kalibata branch.

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