PENGARUH CITRA MEREK, KUALITAS LAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN (Studi Pada Pelanggan Shampoo Sunsilk di Toko Chandra Jl. Pandanaran No.97 Semarang )

Santoso, Yunita Eva Rahmawati (2021) PENGARUH CITRA MEREK, KUALITAS LAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN (Studi Pada Pelanggan Shampoo Sunsilk di Toko Chandra Jl. Pandanaran No.97 Semarang ). Undergraduate thesis, Universitas Stikubank.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas layanan,dan kualitas produk terhadap kepuasan pelanggan studi pada shampoo sunsilk. Penelitian ini dilakukan di Toko Chandra Jl. Pandanaran No.97 Semarang.Populasi dalam penelitian ini adalah pelanggan Shampoo Sunsilk di Chandra Jl. Pandanaran No.97 Semarang. Sampel dalam penelitian ini sebanyak 100 pelanggan dengan menggunakan metode pengambilan sampel purposive sampling. Hasil penelitian menunjukkan citra merek mempunyai pengaruh postif dan signifikan terhadap kepuasan pelanggan,kualitas layanan mempunyai pengaruh postif dan signifikan terhadap kepuasan pelanggan,kualitas produk mempunyai pengaruh positif dan signifikan terhadap kepuasan pelanggan. ABSTRACT This study aims to analyze the effect of brand image, service quality, and product quality on customer satisfaction in the study of Sunsilk shampoo. This research was conducted at Toko Chandra Jl. Pandanaran No.97 Semarang. The population in this study were customers of Sunsilk Shampoo at Toko Chandra Jl. Pandanaran No.97 Semarang. The sample in this study were 100 customers using purposive sampling method. The results showed that brand image has a positive and significant effect on customer satisfaction, service quality has a positive and significant effect on customer satisfaction, product quality has a positive and significant effect on customer satisfaction.

Item Type:	Thesis (Undergraduate)
Additional Information:	SKR.V.05.51.1849-NIM 16.05.51.0034
Uncontrolled Keywords:	Kata Kunci : Citra Merk, Kualitas Layanan,Kualitas Produk,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:	09 Jun 2021 03:19
Last Modified:	09 Jun 2021 03:19
URI:	https://eprints.unisbank.ac.id/id/eprint/7895

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