ANALISIS KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN TEH BOTOL SOSRO

PRATIWI, ARUM (2018) ANALISIS KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN TEH BOTOL SOSRO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aim to know the influence Product quality, price and brand image to customer satisfaction. The object for this research is Customers teh botol Sosro in West Jakarta Area. This research was done to 80 responden using. The samplingtechnique used Convinance Sampling. Data analysis with used PLS version 3.0. The result of this research shows that product quality has influence positive significant on customer satisfaction, price has influence negative and significant on customer satisfaction, And brand image has influence positive and significant on customer satisfaction. It has been proven from result of (t) partial. Keyword : product quality, Price, Brand Image and customer satisfaction Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, dan citra merek terhadap kepuasan konsumen. Objek penelitian ini adalah konsumen teh botol sosro di wilayah Jakarta Barat. Penelitian ini menggunakan 80 Responden, Teknik sampling yang digunakan adalah teknik Convinance Sampling sebagai teknik penentuan sampelnya. Analisis yang digunakan adalah Partial Least Square (smart –PLS) versi 3.0. Hasil penelitian ini menunjukan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap Kepuasan konsumen, harga berpengaruh negatif dan signifikan terhadap Kepuasan Konsumen, Dan Citra Merek berpengaruh positif signifikan terhadap kepuasan pelanggan hal ini dapat dibuktikan dari hasil uji persial uji (t). Kata kunci : Kualitas Produk, Harga, Citra Merek dan Kepuasan Konsumen

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 585
NIM: 43114110036
Uncontrolled Keywords: Kualitas Produk, Harga, Citra Merek dan Kepuasan Konsumen
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 08 Nov 2018 06:53
Last Modified: 09 Jan 2019 08:55
URI: http://repository.mercubuana.ac.id/id/eprint/45482

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