%A 1414131090 Intan Paramiarta Ningrum
%T PENGARUH KUALITAS PELAYANAN, KUALIATAS PRODUK DAN
PERSEPSI HARGA TERHADAP KEPUASAN KONSUMEN
SUSU SEGAR MOO DI KOTA BANDAR LAMPUNG
%X Penelitian ini bertujuan untuk mengetahui pola pembelian, tingkat kepuasan,
pengaruh kualitas layanan, kualitas produk, dan persepsi harga terhadap kepuasan
konsumen Susu Segar Moo. Penelitian ini menggunakan metode survai di
Chandra Department Store, Tanjung Karang. Teknik sampling yang digunakan
adalah accidental sampling. Sampel penelitian berjumlah 50 rumah tangga
konsumen Susu Segar Moo. Responden penelitian ini adalah ibu rumah tangga.
Pengumpulan data dilakukan pada Mei-Juni 2018. Metode analisis data yang
digunakan adalah analisis deskriptif, analisis Indeks Kepuasan Pelanggan (CSI),
dan analisis verifikatif. Hasil penelitian ini menunjukkan bahwa jenis Susu Segar
Moo yang paling banyak dibeli berukuran 1 liter. Volume pembelian Susu Segar
Moo paling banyak 1-3 liter per bulan dengan frekuensi pembelian 1-2 kali per
bulan. Nilai kepuasan konsumen susu segar Moo adalah 80,43 persen, yang
berarti konsumen merasa puas. Kualitas pelayanan dan kualitas produk
berpengaruh terhadap kepuasan pelanggan, sedangkan persepsi harga tidak
berpengaruh terhadap kepuasan konsumen Susu Segar Moo.

Kata kunci : kepuasan, kualitas pelayanan, susu segar This study aims to determine purchasing patterns, satisfaction levels, influence of
service quality, product quality, and price perceptions of the satisfaction of Moo
fresh milk consumers. The research was conducted by survey method at Chandra
Department Store, Tanjung Karang. The research samples were recruited by
accidental sampling. There were 50 households of Moo fresh milk consumers, in
which respondents of this study were housewives. Data collecting was conducted
in May-June 2018 and was analyzed by descriptive analysis, Customer
Satisfaction Index Analysis (CSI), and verification analysis. The results of this
study indicated that the type of purchase of Moo fresh milk was the most 1 liter.
The volume of purchases of Moo fresh milk was mostly 1-3 liters per month with
a frequency of purchases was 1-2 times per month. The score of Moo fresh milk
consumer satisfaction was 80.43 percent, it meant that consumers were satisfied.
Service quality and product quality had significant effects; unlike price
perception had no significant effect on consumers satisfaction of fresh milk Moo.
Key words: fresh milk, satisfaction, service quality
%D 2019
%C UNIVERSITAS LAMPUNG
%R 1414131090
%I FAKULTAS PERTANIAN
%L eprints55051