Faktor-Faktor yang Mempengaruhi Kepuasan Konsumen Mixue Taman Ratu di Jakarta Barat

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Published: Apr 3, 2023
DOI: https://doi.org/10.24912/jmk.v5i2.23421
Keywords:
kualitas layanan, kualitas produk, citra merek, kepuasan konsumen, service quality, product quality, brand image, costumer satisfaction
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James Hartadijaya
Universitas Tarumanagara
Yenny Lego
Universitas Tarumanagara

Abstract

Penelitian ini bertujuan untuk menguji apakah kualitas layanan, kualitas produk, dan citra merek memiliki pengaruh signifikan terhadap kepuasan konsumen Mixue Taman Ratu di Jakarta Barat. Pemilihan sampel dilakukan dengan menggunakan metode purposive sampling dengan total sebanyak 102 responden yang valid dan pernah melakukan pembelian ice cream di gerai tersebut. Data yang terkumpul kemudian diolah menggunakan program SmartPLS v.3.2.8. Pengujian validitas menggunakan uji AVE dan loading factor dan pengujian reliabilitas menggunakan cross-loading. Pengujian indikator formatif menggunakan uji sign of weight dan uji multikolinearitas. Hasil penelitian ini menunjukkan bahwa kualitas layanan dan kualitas produk memiliki pengaruh yang positif dan signifikan terhadap kepuasan konsumen. Sementara citra merek tidak memiliki pengaruh yang positif dan signifikan terhadap kepuasan konsumen Mixue Taman Ratu.
 

The purpose of this study is to examine whether service quality, product quality, and brand image have a significant influence on consumer satisfaction at Mixue Taman Ratu in West Jakarta. The sample selection was carried out using a purposive sampling method with a total of 102 valid respondents who had purchased ice cream at the outlet. The collected data is then processed using the SmartPLS v.3.2.8 program. Testing the validity using the AVE test and loading factor and reliability testing using cross-loading. Formative indicator testing uses the sign of weight test and multicollinearity test. The results of this study indicate that service quality and product quality have a positive and significant influence on consumer satisfaction. While brand image does not have a positive and significant influence on consumer satisfaction.

Article Details

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Vol. 5 No. 2 (2023): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

James Hartadijaya, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Yenny Lego, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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