JAYANTI, Reka Dwi (2023) Consumer Preferences For Wedding Organizers In Ajibarang Sub-District. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is entitled “Consumer Preferences For Wedding Organizers In Ajibarang Sub-District”. A wedding organizer is a service that provides special personal services that aim to help the bride and groom and their families from the planning stage. In Ajibarang Sub-District, there are 3 (three) wedding organizer services (Khanza Wedding Group, Alzky Wedding & Decoration, AR Wedding & Decoration). The purpose of this study was to analyze the effect of price, service quality, and consumer taste on consumer satisfaction in using the services of a wedding organizer. The population in this study were people who had used the services of a wedding organizer in Ajibarang Sub-District. The sample was determined using the simple random sampling method, namely by taking samples that met the criteria and obtained 100 samples. Data collection techniques used interviews based on questionnaires used binary logistic regression analysis. Based on the analysis that has been carried out using the SPSS 25.0 application, the results obtained are: (1) The price variable has a partial effect on consumer satisfaction in using wedding organizer services which shows significant results with a negative correlation. (2) The service quality variable has a partial effect on consumer satisfaction in using wedding organizer services which shows significant results with a positive correlation. (3) The variable of consumer tastes has a partial effect on consumer satisfaction in using wedding organizer services which shows significant results with a negative correlation. The implication of this research is that wedding organizer services in Ajibarang Sub-District need to improve marketing and maintain the quality of their services. Things that can to do is by giving discounts, and give bonuses to consumers. Don’t forget to ask what consumers want needed when you want to use the services of a wedding organizer. If that quality produced well and in accordance with consumer needs then the service the wedding organizer will have good value in the eyes customers and can lead to consumer satisfaction alone. This is done so that consumers taste what they choose. Keywords: Wedding organizer, customer satisfaction, price, service quality, and consumer tastes.

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