PENGARUH KUALITAS PELAYANAN, FASILITAS, HARGA DAN ONLINE MARKETING TERHADAP KEPUASAN KONSUMEN (Survey Pada UMKM Seblak di Kota Tasikmalaya)

THE INFLUENCE OF SERVICE QUALITY, FACILITIES, PRICE AND ONLINE MARKETING ON CONSUMER SATISFACTION (Survey on Seblak MSMEs in Tasikmalaya) by: MUHAMMAD RAYKA YAZHAR ALWASI 203401195 Guides: Nanang Rusliana H. Aso Sukarso This research purposse to analyze the influence of service quality, facilities, price, and online marketing partially on consumer satisfaction at Seblak MSMEs in Tasikmalaya City. The influence of service quality, facilities, price, and online marketing together on consumer satisfaction at Seblak MSMEs in Tasikmalaya City and the magnitude of the contribution of service quality, facilities, price, and online marketing to consumer satisfaction at Seblak MSMEs in Tasikmalaya City. The research method used in this study is a quantitative descriptive research method with a sampling method using the purposive sampling method. Data were collected using a research instrument in the form of a questionnaire distributed to 415 respondents consisting of Seblak MSME consumers in Tasikmalaya City. The results of the study showed that: partially, the service quality variable has a significant positive effect, facilities have a significant positive effect, price has a significant positive effect, and online marketing has a non-significant positive effect on consumer satisfaction at Seblak MSMEs in Tasikmalaya City. Together, the service quality, facilities, price and online marketing variables have a significant effect on consumer satisfaction at Seblak MSMEs in Tasikmalaya City. From the R Squared analysis, it can be concluded that these four variables are the main factors that influence customer satisfaction, and Seblak UMKM can continue to improve performance in these aspects to maintain or increase customer satisfaction.

Keywords: Service Quality, Facilities, Price, Online Marketing, Consumer Satisfaction..