Indriani, Devi (2021) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN ( Studi Kasus Pada Mahasiswa Universitas Stikubank Semarang ). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, citra merek dan persepsi harga terhadap kepuasan pelanggan. Objek yang dilakukan dalam penelitian ini adalah produk kecantikan Wardah dengan studi kasus mahasiswa di Universitas Stikubank Semarang. Adapun metode penelitian yang digunakan adalah deskriptif kuantitatif. Populasi dalam penelitian ini adalah mahasiswa di Universitas Stikubank Semarang. Sampel penelitian ini adalah 100 responden dengan menggunakan teknik purposive sampling. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder, dengan cara membagikan kuesioner kepada mahasiwa. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan, citra merek berpengaruh positif dan signfikan terhadap kepuasan pelanggan dan persepsi harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. ABSTRACT This study aims to examine the effect of product quality, brand image and price perception on customer satisfaction. The object of this research is Wardah beauty products with case studies of students at the University of Stikubank Semarang. The research method used is descriptive quantitative. The population in this study were students at Stikubank University Semarang. The research sample was 100 respondents using purposive sampling technique. The data used in this study are primary data and secondary data, by distributing questionnaires to students. The results showed that product quality had a positive and significant effect on customer satisfaction, brand image had a positive and significant effect on customer satisfaction and price perception had a positive and significant effect on customer satisfaction.
| Item Type: | Thesis (Undergraduate) |
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| Additional Information: | SKR.V.05.51.1831- NIM 16.05.51.0041 |
| Uncontrolled Keywords: | Kata kunci: 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: | Lisa Noviani Maghfiroh |
| Date Deposited: | 07 Jun 2021 03:47 |
| Last Modified: | 07 Jun 2021 03:47 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7814 |
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