Pengaruh Cita Rasa dan Harga terhadap Kepuasan Konsumen Ragusa Es Krim Italia
DOI:
https://doi.org/10.31334/jd.v3i1.1803Keywords:
Cita Rasa, Harga, Kepuasan Konsumen,Abstract
Tujuan penelitian ini adalah untuk menganalisis adanya pengaruh cita rasa dan harga terhadap kepuasan konsumen Ragusa Ice Cream Italia, Jakarta. Penelitian ini adalahpenelitian kuantitatif dengan metode pengumpulan data menggunakan kuesioner yang ditujukan kepada 100 responden, konsumen Ragusa Ice Cream Italia. Dari hasil penelitian, uji t menunjukkan bahwa terdapat pengaruh cita rasa (X1) dan harga (X2) terhadap kepuasan konsumen (Y) secara signifikan. Besar pengaruh variabel cita rasa(X1) terhadap variabel kepuasan konsumen (Y) adalah sebesar 70,6% dan variabel harga (X2) terhadap variabel kepuasan konsumen (Y) adalah sebesar 73,2%. Hasil uji f menunjukkan bahwa terdapat pengaruh antara variabel cita rasa (X1) dan harga (X2) terhadap variabel kepuasan konsumen (Y) secara simultan. Beberapa indikator pada variabel X2 dan Y yang diujikan memiliki nilai di bawah rata-rata. Hal ini dapat menjadi masukan bagi pihak manajemen Ragusa Ice Cream Italia.References
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