Alvina, Fitria Tahta (2019) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN (STUDI PADA PELANGGAN PONDOK IKAN BAKAR TIRTA ASRI BATANG). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh citra merek, kualitas produk dan persepsi harga terhadap kepuasan pelanggan pada Pondok Ikan Bakar Tirta Asri Batang. Populasi dalam penelitian ini yaitu pelanggan Pondok Ikan Bakar Tirta Asri Batang yang mempunyai kriteria telah melakukan pembelian minimal sebanyak 3 kali. Pengambilan sampel dilakukan dengan teknik purposive sampling sebanyak 100 responden. Pengumpulan data pada penelitian ini yaitu menggunakan kuesioner yang disebar dan diisi oleh pelanggan Pondok Ikan Bakar Tirta Asri Batang. Teknik analisa yang digunakan yaitu uji validitas, uji reliabilitas, uji regresi linier berganda, uji model, uji signifikansi hipotesis dengan bantuan program SPSS versi 15.0. hasil menunjukkan bahwa citra merek, kualitas produk dan persepsi harga mempunyai pengaruh positif dan signifikan terhadap kepuasan pelanggan. This study aims to examine the effect of brand image, product quality and price perception toward customer statisfaction at Pondok Ikan Bakar Tirta Asri Batang. The population in this study is customers of Pondok Ikan Bakar Tirta Asri Batang who have the criteria to make purchases at least 3 times. Sampling was done by purposive sampling technique and the number of samples was 100 respondents. Collecting data in this study using a questionnaire distributed and filled out by customers of Pondok Ikan Bakar Tirta Asri Batang. The analysis technique used is the validity test, reliability test, multiple linier regressions test, test model hypothesis significance test with the help of SPSS program version 15.0. The result show that brand image, product quality and price perception have a positive and significant influence on customer statisfaction.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1551 NIM.16.05.51.0038 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Persepsi Harga dan Kepuasan Pelanggan |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | F Fahmi |
| Date Deposited: | 11 May 2020 04:13 |
| Last Modified: | 11 May 2020 04:13 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6742 |
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