ANALISIS PENGARUH PRICE FAIRNESS MAKANAN DAN MINUMAN TERHADAP KEPUASAN KONSUMEN DI FISIPOINT FAKULTAS ILMU SOSIAL DAN POLITIK UGM

YUNUS IKHSAN BAHARI, Dra. Neni Pancawati, M.Si.

2017 | Tugas Akhir | D3 MANAJEMEN SV

Penelitian ini bertujuan untuk menganalisis pengaruh price fairness yang terdiri dari harga terakhir (last price), harga kompetitior (price by the competitior), biaya yang dibebankan konsumen (price charged by the company) terhadap kepuasan konsumen (customes satisfaction) Fisipoint Fakultas Ilmu Sosial dan Politik Dalam penelitian ini, penulis mengumpulkan data dengan menggunakan kuesioner. Responden diambil dengan teknik non probability sampling dengan pendekatan purposive sampling . Jumlah responden yang didapat sebanyak 70 responden. Data kuesioner dianalisis menggunakan teknik analisis deskriptif dengan aplikasi SPSS for windows v23. Hipotesis penelitian ini adalah H0 : Tidak ada pengaruh price fairness terhadap kepuasan konsumen HI : Terdapat pengaruh price fairness terhadap kepuasan konsumen. Hipotesis dalam penelitian ini diuji dengan Uji- t, Uji-F dan Uji Determinan. Hasil analisa dan uji hipotesis menunjukkan variabel variabel price fairness yang terdiri dari harga terakhir (last price), harga kompetitior (price by the competitior), biaya yang dibebankan konsumen (price charged by the company) berpengaruh positif terhadap kepuasan konsumen (customes satisfaction) Fisipoint Fakultas Ilmu Sosial dan Politik.

This research aimed to analyse the influence of price fairness contains last price, price by the competitior, price charged by the company toward the customer satisfaction in Fisipoint Faculty of Social Politics Scinece Gadjah Mada Universitiy. Writer gathered datas by using questioner, Respondents were taken by non probability sampling technique with purposive sampling. The amount of respondents taken were 70 people. Questioner data was anaylised by using descriptive analysis technique with SPSS for windows v23 application. Hipotsesis of this research are H0 : Price fariness does not influences positively to the customer satisfaction. HI : Price fairness influences positively to the customer satisfaction. The hypothesis are examined by using examination t, examination f and determinant examination. Result of hypothesis examination showed price fairness variable last price, price by the competitior, price charged by the company influenced positively customes satisfaction in Fisipoint Faculty of Social Politics Science Gadjah Mada University.

Kata Kunci : Price Fairness, last price, price by the competitor, price charged by the company, customer satisfaction