Mardiah, Lailatul (2025) Pengaruh Technology Attitude dan Affective Attitude terhadap Kepuasan Konsumen Maxim Food Di Kota Medan. S1 thesis, Universitas Malikussaleh.

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Abstract

ABSTRAK Nama : Lailatul Mardiah Program studi : Manajemen Judul : Pengaruh Technology Attitude Dan Affective Attitude Terhadap Kepuasan Konsumen Maxim Food Di Kota Medan Pada era globalisasi saat ini, kemajuan teknologi digital telah mempengaruhi segala kehidupan dimasyarakat dengan menciptakan cara baru dalam melakukan berbagai bisnis bagi manusia. Teknologi digital telah membuat bisnis yang lebih cepat, lebih mudah bahkan lebih efisien Penelitian ini bertujuan untuk menganalisis pengaruh Technology Attitude dan Affective Attitude terhadap kepuasan konsumen Maxim Food di Kota Medan. Metode yang digunakan adalah pendekatan kuantitatif dengan analisis regresi untuk menguji hubungan antara kedua sikap tersebut dan tingkat kepuasan konsumen. Hasil penelitian menunjukkan bahwa Technology Attitude berpengaruh positif dan signifikan terhadap kepuasan konsumen, yang artinya semakin baik sikap konsumen terhadap teknologi yang digunakan oleh Maxim Food, seperti kemudahan aplikasi, kecepatan layanan, dan transparansi biaya, semakin tinggi tingkat kepuasan yang dirasakan. Selain itu, Affective Attitude juga terbukti berpengaruh positif terhadap kepuasan konsumen, di mana kenyamanan emosional, perasaan senang, dan pengalaman tanpa tekanan selama menggunakan layanan dapat meningkatkan kepuasan. Kedua faktor ini, baik secara terpisah maupun simultan, memberikan kontribusi signifikan terhadap peningkatan kepuasan konsumen, tercermin dari nilai R-square yang tinggi dalam pengujian model. Kata kunci: Technology Attitude, Affective Attitude, kepuasan konsumen, Maxim Food, analisis regresi   ABSTRACT Name : Lailatul Mardiah Study Program : Management Title : The Effect of Technology Attitude and Affective Attitude on Maxim Food Consumer Satisfaction in Medan City In the current era of globalization, advances in digital technology have affected all life in society by creating new ways of doing various businesses for humans. Digital technology has made business faster, easier and even more efficient. This study aims to analyze the effect of Technology Attitude and Affective Attitude on customer satisfaction of Maxim Food in Medan City. The method used is quantitative approach with regression analysis to test the relationship between these two attitudes and the level of customer satisfaction. The results of the study show that Technology Attitude has a positive and significant effect on customer satisfaction, which means that the better the attitude of consumers towards the technology used by Maxim Food, such as ease of application, service speed, and cost transparency, the higher the level of satisfaction felt. In addition, Affective Attitude is also proven to have a positive effect on customer satisfaction, where emotional comfort, feeling happy, and a pressure-free experience while using the service can increase satisfaction. These two factors, both separately and simultaneously, contribute significantly to increasing customer satisfaction, reflected in the high R-square value in model testing. Keywords: Technology Attitude, Affective Attitude, consumer satisfaction, Maxim Food, regression analysis

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor
Divisions:	Fakultas Ekonomi dan Bisnis > 61201 - Jurusan Manajemen
Depositing User:	Lailatul Mardiah
Date Deposited:	08 Jul 2025 03:36
Last Modified:	08 Jul 2025 03:36
URI:	https://rama.unimal.ac.id/id/eprint/12446

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