PENGARUH KERAGAMAN PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN DI BASKIN ROBBINS TP3 TUNJUNGAN PLAZA SURABAYA

Ahmad Khori Fathur Rohman; Novi Marlena

doi:10.26740/jptn.v9n2.p1251-1257

PENGARUH KERAGAMAN PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN DI BASKIN ROBBINS TP3 TUNJUNGAN PLAZA SURABAYA

Authors

Ahmad Khori Fathur Rohman Universitas Negeri Surabaya
Novi Marlena Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v9n2.p1251-1257

Keywords:

keragaman produk, kualitas layanan, kepuasan konsumen

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh keragaman produk dan kualitas layanan terhadap kepuasan konsumen. Jenis penelitian yang digunakan adalah penelitian kuantitatif asosiatif. Teknik pengambilan sampel yakni simple random sampling dengan jumlah responden 100 responden. Teknik pengumpulan data melalui penyebaran kuesioner. Objek yang dijadikan responden dalam penelitian ini adalah konsumen yang sudah melakukan pembelian di Baskin Robbins TP3 Tunjungan Plaza Surabaya minimal 1 kali. Hasil dari penelitian ini menunjukkan bahwa variabel keragaman produk (X1) berpengaruh signifikan terhadap kepuasan konsumen, sedangkan variabel kualitas layanan (X2) berpengaruh signifikan terhadap kepuasan konsumen, dan variabel keragaman produk (X1) dan kualitas layanan (X2) berpengaruh signifikan terhadap kepuasan konsumen (Y) di Baskin Robbins TP3 Tunjungan Plaza Surabaya
Kata Kunci: keragaman produk, kualitas layanan, kepuasan konsumen

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Published

2021-06-22

How to Cite

Rohman, A. K. F., & Marlena, N. (2021). PENGARUH KERAGAMAN PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN DI BASKIN ROBBINS TP3 TUNJUNGAN PLAZA SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 9(2), 1251–1257. https://doi.org/10.26740/jptn.v9n2.p1251-1257

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Issue

Vol. 9 No. 2 (2021)

Section

Article

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