Pengaruh Cita Rasa dan Harga terhadap Kepuasan Konsumen Ragusa Es Krim Italia

Authors

  • Goklas Agus Efendi Sianturi Institut Ilmu Sosial Dan Manajemen STIAMI
  • Lila Muliani Institut Ilmu Sosial Dan Manajemen STIAMI
  • Heni Pridia Rukmini Sari Institut Ilmu Sosial Dan Manajemen STIAMI

DOI:

https://doi.org/10.31334/jd.v3i1.1803

Keywords:

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.

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Published

2021-09-30

Issue

Vol. 3 No. 1: September 2021

Section

Articles

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