MEMBANGUN KEPUASAN PELANGGAN MELALUI KUALITAS PELAYANAN, PERSEPSI HARGA DAN LOKASI PADA KONSUMEN PT. ALYA TOUR SEMARANG

  • Eko Sasono STIE SEMARANG
  • Sopi Sopi Sekolah Tinggi Ilmu Ekonomi Semarang
  • Rizki Adi Prasetyo Sekolah Tinggi Ilmu Ekonomi Semarang
DOI: https://doi.org/10.33747/stiesmg.v16i2.713
Keywords: kualitas layanan, persepsi harga, lokasi dan kepuasan pelanggan

Abstract

Tujuan yang hendak dicapai dalam penelitian ini adalah untuk menganalisis pengaruh kualitas layanan, persepsi harga dan lokasi terhadap kepuasan pelanggan di PT Alya Tour Semarang. Populasi penelitian ini adalah pelanggan pada PT Alya Tour yang berjumalh 815 orang dan sampel yang diambil 89 responden dengan menggunakan rumus slovin dengan teknik insindental. Metode pengumpulan data menggunakan kuesioner dengan metode analisis yang digunakan regresi linier berganda, uji t, uji F dan koefesien determinasi. Hasil penelitian ini dapat disimpulkan bahwa kualitas layanan, persepsi harga dan lokasi berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Pihak PT Alya Tour hendaknya berusaha senantiasa memperhatikan tingkat harga yang ditetapkan dan membandingkan dengan harga pesaing, agar harga yang ditetapkan merupakan harga yang bersaing mengingat PT Alya Tour bukan merupakan satu-satunya perusahaan penyedia jasa tour dan travel yang berada di Semarang.

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Published
2024-06-24
Issue
Vol 16 No 2 (2024): Jurnal STIE Semarang
Section
Articles
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