ANALISIS KUALITAS PRODUK, PERSEPSI HARGA, DISTRIBUSI, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN AIR MINUM DALAM KEMASAN QUELLE DI KOTA CILEGON

NURUL, ANNISA (2018) ANALISIS KUALITAS PRODUK, PERSEPSI HARGA, DISTRIBUSI, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN AIR MINUM DALAM KEMASAN QUELLE DI KOTA CILEGON. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted to analyze the influences of product quality, price perception, distribution, and brand image to customer satisfaction of Quelle Bottled Water. This research used quantitative approach through survey questionnaire from one hundred end user customer of Quelle Bottled Water as the respondents. Five variables were used, i.e product quality, price perception, distribution, and brand image as the independent variables and customer satisfaction as the dependent variable. Data were analyzed by using multiple linear regressions with the help of SPSS version 24 for Windows. The results showed that product quality, price perception, distribution, and brand image together (simultaneously) hadpositive and significant influence on customer satisfaction with an influence of 78.4%. Partially, product quality, price perception, distribution, and brand image had positive and significant influence on customer satisfaction. This research alsoshows that price perception was the most influential variable for customer satisfaction, while brand image was the least influential variable for customer satisfaction Keywords : product quality, price perception, distribution, brand image, customer satisfaction. Penelitian ini dilakukan untuk menganalisis pengaruh kualitas produk, persepsi harga, distribusi, dan citra merek terhadap kepuasan pelanggan Air Minum Dalam Kemasan (AMDK) Quelle. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survei. Survei dilakukan dengan membagikan kuesioner kepada 105 pelanggan end user AMDK Quelle sebagai sampel responden. Ada lima variabel yang digunakan, yaitu kualitas produk, persepsi harga, distribusi, dan citra merek sebagai variabel bebas dan kepuasan pelanggan sebagai variabel terikat. Data yang terkumpul dianalisis dengan menggunakan regresi linier berganda menggunakan uji t pada ! = 0,05. Analisis dilakukan dengan bantuan SPSS versi 24 untuk Windows.Hasil penelitian menunjukkan bahwa kualitas produk, persepsi harga, distribusi, dan citra merek secara bersama- sama (simultan) berpengaruh secara positif dan signifikan terhadap kepuasan pelanggan dengan perngaruh sebesar 78,4%. Secara parsial, kualitas produk, persepsi harga, distribusi, dan citra merekberpengaruh positif dan signifikan terhadap kepuasan pelanggan. Hasil penelitian ini juga menunjukkan bahwa variabelpersepsi harga merupakan variabel yang memiliki pengaruh paling besar terhadap kepuasan pelanggan, sementara citra merek memiliki pengaruh paling kecil terhadap kepuasan pelanggan. Kata kunci : kualitas produk, persepsi harga, distribusi, citramerek, kepuasan pelanggan

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 007
Call Number: TM/51/18/180
NIM: 55116110082
Uncontrolled Keywords: kualitas produk, persepsi harga, distribusi, citramerek, kepuasan pelanggan
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Oct 2018 02:13
Last Modified: 06 Nov 2018 04:56
URI: http://repository.mercubuana.ac.id/id/eprint/45195

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