Umaroh, Yuni (2020) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN ( Studi Pada Pelanggan VIRGIN CAKE & BAKERY CABANG TLOGOSARI ). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, citra merek, persepsi harga terhadap kepuasan pelanggan. Penelitian ini dilakukan di Virgin Cake & Bakery cabang Tlogosari .Populasi dalam penelitian ini adalah pelanggan Virgin Cake & Bakery cabang Tlogosari .Sampel dalam penelitian ini sebanyak 100 pelanggan dengan menggunaka nmetode pengambilan sampel purposive sampling. Teknik analisis data yang digunakan meliputi uji validitas dengan KMO (KaiserMayerOlkin) dan loading factor (componen tmatrix) , uji reliabilitas dengan cronbach alpha dan analisis regresi berganda. Hasil penelitian ini menunjukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan, citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan, dan persepsi harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. This study tries to analyze product quality, brand image, price perception of customer to satification. This reseach was conducted at Virgin Cake & Bakery Tlogosari branch. The population in this study the customers of Virgin Cake & Bakery Tlogosari branch. The sample in this study amounted to 100 customer using a purposive sampling methode. Data analyze techniques used include validity test with KMO (KaiserMayerOlkin) and loading factor (componen tmatrix) reliability test with cronbach alpha and multiple regresion analysis. The results of this study indicate quality product that a positive and significan ton customer satification, brand image that a positive and significan ton customer satification, perception price thata positive and significant on customer satification.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1630 NIM.16.05.51.0010 |
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Persepsi Harga, dan 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 03:30 |
| Last Modified: | 13 May 2020 04:34 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6782 |
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