ASMARANTI, FEBBY BARA (2017) PENGARUH HARGA, KUALITAS PELAYANAN DAN BRAND IMAGE TERHADAP KEPUASAN KONSUMEN (Studi Kasus pada Starbucks Di Cabang Sarinah Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas pelayanan, dan citra perusahaan terhadap kepuasan konsumen. Objek penelitian ini adalah konsumen Starbucks di wilayah Jakarta Pusat. Sampel dalam penelitian ini berjumlah 115 responden yang disebar di konsumen Starbucks cabang sarinah, di daerah jakarta pusat, dan Universitas Mercu Buana di Menteng. Metode analisis data yang digunakan adalah analisis kuantitatif dengan menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, uji analisis regresi linear berganda dan pengujian hipotesis. Hasil penelitian menunjukan harga, kualitas pelayanan, dan citra perusahaan berpengaruh secara signifikan dan positif terhadap kepuasan konsumen starbucks di Wilayah Jakarta Pusat, hal ini dibuktikan dari hasil uji parsial (uji t) dan hasil uji simultan (uji F).The study was determined the effect of price, service quality, and corporate image to customer satisfaction. The object of this study is Starbucks customer in central Jakarta, exactly sarinah. the samples obtained in this research are 115 respondents were distributed to customer at Starbucks sarinah, around Central Jakarta, and MercuBuana University in Menteng. Data analysis method used is quantitative analysis using validity reliability test, classic assumption test, multiple analysis, and hypothesis testing. The results of this study indicate variable price, service quality, and brand image have significant and positive impact on the Starbucks customer satisfaction in Central Jakarta. It is proved by the result of partial study (study t) and simultaneous study (study f).
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 17 321 |
| NIM/NIDN Creators: | 43114110172 |
| Uncontrolled Keywords: | Harga, Kualitas Pelayanan, Citra Perusahaan, Kepuasan Konsumen |
| Subjects: | 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 23 Mar 2017 15:35 |
| Last Modified: | 07 Feb 2024 01:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/33678 |
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