Pengaruh Social Media Marketing, Perceived Quality dan Perceived Price terhadap Kepuasan Pelanggan pada UKM Jasa Jahit Baju Handayani

Abstract

Penelitian ini bertujuan untuk mengetahui apakah social media marketing, perceived quality dan perceived price mempunyai pengaruh positif dan signifikan terhadap kepuasan pelanggan UKM jasa jahit baju handayani. Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan pendekatan asosiatif. Teknik pengambilan sampel dalam penelitian ini menggunakan metode purposive sampling. Sampel dalam penelitian ini sebesar 80 responden. Jenis data penelitian yang digunakan adalah data primer yang diperoleh dari jawaban responden yang diisi oleh pelanggan penjahit Handayani melalui kuesioner googleform. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap kepuasan pelanggan. perceived quality berpengaruh positif namun tidak signifikan terhadap kepuasan pelanggan. perceived price berpengaruh positif dan signifikan terhadap kepuasan pelanggan. This research aims to find out whether social media marketing, perceived quality and perceived price have a positive and significant influence on customer satisfaction for UKM handayani clothing sewing services. The type of research used is quantitative research with an associative approach. The sampling technique in this research used the purposive sampling method. The sample in this study was 80 respondents. The type of research data used is primary data obtained from respondents' answers filled in by Handayani tailor customers via a Googleform questionnaire. The research results show that social media marketing has a positive and significant effect on customer satisfaction. perceived quality has a positive but not significant effect on customer satisfaction. perceived price has a positive and significant effect on customer satisfaction.