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Journal : Business Perspective Journal

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Pengaruh Relationship Marketing dan Kualitas Produk terhadap Kepuasan Pelanggan pada Catering Kencana Lampung Selatan Putra, Olyvinanda Diaz; Suhaimi; Suradi
Business Perspective Journal Vol. 3 No. 2 (2023): Business Perspective Journal
Publisher : Prodi Administrasi Bisnis FISIP Universitas Tulang Bawang Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37090/bpj.v3i2.1315

Abstract

Catering is a business engaged in food services, this business serves food for weddings and other parties on a large and small scale, with the development of culinary business activities in Lampung, catering is one of the businesses thatbenefit for now, therefore this business requires Relationship marketing to build long-term relationships with customers. This study aims to determine the effect of Relationship marketing and product quality on customer satisfaction in South Lampung Kencana Catering, This type of research is quantitative research. The data collection instrument uses the distribution of questionnaires to Catering Kencana customers. The population in this study is all Kencana Catering customers in 2022, the research sample used in this study amounted to 44 people using the saturated sample technique. Testing is carried out by Multiple Regression by testing classical assumptions first, then testing the hypothesis partially with Test t and simultaneously with Test f. then looking for the coefficient of determination to see how much the percentage of variance of the independent variable affects the dependent variable. The results stated that partially and simultaneously the two independent variables studied, namely Relationship marketing and product quality, had a positive and significant effect on customer satisfaction with a fairly large coefficient of determination value of 74.5% and the rest was influenced by other variables that were not studied in this study. Keywords: customer satisfaction, product quality, relationship marketing
Co-Authors Abdul Karim Abdullah, Syapril Achmad Ghozali Adha, Nurul Ahmad Basuki Rachman Ahmad Suriansyah Akmal Anggi Desviana Siregar Desviana Siregar, Anggi Desviana Siregar Desviana Anggun Dwi Putri, Anggun Aslamiah Astuti, Verra Widhi Aulia Rahman Aulia Ramadhani Ayu Saputri Barori, Ahda Bayu Aji Rekso dipurwo Bunga Saddina, Risma Dahlan Ali Damayanti, Elok Dena Yumera Desi Rahmadani Edi Mulyadi Edy Rakhmadi Efitra Eliwarti Emayulia Sastria Erick Sani Fadhil, Ammar Fadly Azhar Fadriyanti, Yessi Faizah, Fatimah Nur Ferdiana, Rita Ferry, Dharma Frasischa, Aura Gusuy Maharani Hajjatul Mabbruroh Hajjatul Mabruroh Hakam, Muhammad Haris Hardian, Dafyar Eliadi Helmi Abdul Azis Herman Herwati Huda, Zulman Huri, Bainal Husnul Khatimah Imam Hadi Sutrisno Indah Novia Hendra Indrawati, Vitri Ine Anisa Fitri Irfan yogi Jamatul Firdaus Juaini Kartius Khairunnisa, Hanyta khusnul khotimah Kurnia, R Dedi Iman Kurnia, RDI Kurniawan, Muhammad Hafiz Lia Angela Mabbruroh, Hajjatul Marlia Adriana Misnawati Moh Syarif Moh. Syarif Mohammad Fahrur Rozi Mohd Din, Mohd Mufida, Elma Mufty Riyani Muhammad Abduh Muhammad Ahdar Muhammad Iqbal Muhammad Muhaimin Muhammad Saleh Muhammad Yahyadin Mukarramah, Isna Nelda Sari Siregar NETTI Nida Khairiah Nina Kurniah, Nina Nirhahim, Rahma Tia Nor Khalisah Norliani Norminawati Dewi Norminawati Dewi Nova yanti, Nova Novia Ismi Safadila Nurleny Amawaddah Putra, Olyvinanda Diaz Radhwa, Gusti Ayu Azzah Rahmadani, Desi Rahman Rahmat Raji Ramadhani, Muhammad Reza Romaynoor Ismy, Romaynoor Safri, Indra Sahryda Saputra, Rama Doniyan Septiana, Yuyun Shofiya Rahmah Siti Fatimah Siti Nuri Nurhaidah Siti Qomariyah Sulaiman Suradi Susilo, Erwin Taufik Afdal Teuku Muttaqin Mansur Tisnawati U Edi Suryadi Usman Wati, Vera Wilda, Siti Yogi, Irfan Yuli Evadianti Yuli Evadianti, Yuli Yulies, Uray Suci Yulinda, Astuti Zahra Shufia Zulfah Zain, Aqilah Khairifka Zikri Darussamin