Afrizal, Mochamad (2020) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN PRODUK AIR MINERAL DALAM KEMASAN MEREK AQUA (Studi Pada Pelanggan Produk Air Mineral Merek Aqua di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini mengenai pengaruh citra merek, kualitas produk, persepsi harga terhadap kepuasan pelanggan yang bertujuan untuk menguji dan menganalisis kepuasan pelanggan dari produk air mineral dalam kemasan merek Aqua di Kota Semarang. Populasi yang digunakan dalam penelitian ini adalah seluruh pelanggan yang pernah membeli dan mengkonsumsi produk air mineral dalam kemasan merek Aqua di Kota Semarang. Pengambilan sampel dilakukan dengan metode purposive sampling dengan jumlah sampel 100 responden. Metode pengambilan data primer yang digunakan adalah metode kuesioner, data yang telah terkumpul kemudian dianalisis menggunakan uji instrumen, uji model, dan uji hipotesis. Terdapat tiga (3) hipotesis yang diuji dalam penelitian ini, hasil penelitian menunjukkan bahwa kualitas produk dan persepsi harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan, sementara citra merek tidak berpengaruh terhadap kepuasan pelanggan. This research is about the influence of brand image, product quality, price perception on customer satisfaction which aims to test and analyze customer satisfaction from mineral water products in Aqua brand packaging in Semarang City. The population used in this study were all customers who had bought and consumed mineral water products in the Aqua brand in the city of Semarang. Sampling was done by purposive sampling method with a sample size of 100 respondents. The primary data collection method used was a questionnaire method, the data collected was then analyzed using the instrument test, model test, and hypothesis testing. There are three (3) hypotheses tested in this study, the results show that product quality and price perception have a positive and significant effect on customer satisfaction, while brand image has no effect on customer satisfaction.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1626 NIM.16.05.51.0119 |
| Uncontrolled Keywords: | Citra merek, Kualitas produk, Persepsi harga, Kepuasan pelanggan. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Farida Sri Endaryani |
| Date Deposited: | 13 May 2020 02:08 |
| Last Modified: | 13 May 2020 02:08 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6774 |
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