Ali, Muhammad Saefuddin (2020) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUASAN KONSUMEN YAMAHA N-MA X. Undergraduate thesis, Universitas Stikubank.
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Abstract
Tujuan penelitian ini adalah untuk menganalisis pengaruh kualitas produk, citra merek, dan persepsi harga terhadap kepuasan pelanggan Yamaha N-max. Populasi dalam penelitian ini adalah pembeli dan pemakai Yamaha N-max yang pada saat penelitian dilakukan sedang berada di Kota Semarang, sementara sampel yang diambil sebanyak 100 orang responden dengan menggunakan teknik pengambilan sampel secara insidental. Jenis data yang digunakan adalah data primer yaitu data yang diperoleh secara langsung dari sumber asli berupa kuesioner yang telah diisi oleh responden. Terdapat 3 hipotesis yang diajukan dalam penelitian ini, masing-masing menguji secara parsial pengaruh kualitas produk, citra merek, dan persepsi harga terhadap kepuasan konsumen Yamaha N-max, kemudian di analisis dengan SPSS melalui uji instrumen berupa uji validitas dan reliabilitas, kemudian di uji dengan regresi linier berganda, pengujian model penelitian berupa uji koefisien determinasi ), uji F dan uji hipotesis berupa uji t. Hasil penelitian menunjukan secara parsial bahwa kualitas produk, citra merek, dan persepsi harga berpengaruh positif dan signifikan terhadap kepuasan konsumen Yamaha N-max. The purpose of this study was to analyze the effect of product quality, brand image, and price perception on Yamaha N-max customer satisfaction. The population in this study were the buyers and users of Yamaha N-max at the time the study was being conducted in the city of Semarang, while the samples taken were 100 respondents using incidental sampling techniques. The type of data used is primary data that is data obtained directly from the original source in the form of a questionnaire that has been filled out by respondents. There are 3 hypotheses proposed in this study, each of which partially tests the effect of product quality, brand image, and price perception on Yamaha N-max consumer satisfaction, then analyzed with SPSS through the instrument test in the form of validity and reliability tests, then tested with multiple linear regression, testing the research model in the form of the coefficient of determination ( ), F test and hypothesis testing in the form of t test. The results showed partially that product quality, brand image, and price perception had a positive and significant effect on customer satisfaction of Yamaha N-max.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1553 NIM.16.05.51.0081 |
| Uncontrolled Keywords: | Kualitas produk, Citra merek, Persepsi harga dan Kepuasan Konsumen |
| 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 04:33 |
| Last Modified: | 11 May 2020 04:33 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6748 |
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