RAMADHANTY, FALLAH AMOR (2019) PENGARUH KUALITAS PRODUK, PROMOSI, DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PADA TOKOPEDIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study revealed that there are four variables that aim to determine the effect of product quality, promotion and perceived brand image on Tokopedia customer satisfaction. Respondents in this study were people who had used Tokopedia services. This research was conducted on 290 respondents using a quantitative approach. Analysis of the data used is multiple linear regression analysis with SPSS statistical software tools. The results of this study indicate that the Test Brand Image has no significant effect on Tokopedia Consumer Satisfaction. Product Quality and Promotion have a significant effect on Tokopedia Consumer Satisfaction. Keywords: Product Quality, Promotion of Brand Image, Consumer Satisfaction, Tokopedia. Penelitian ini mengungkapkan ada empat variabel yang bertujuan untuk mengetahui pengaruh kualitas produk, promosi dan citra merek yang dirasakan terhadap kepuasan konsumen Tokopedia. Responden pada penelitian ini adalah masyarakat yang sudah menggunakan jasa layanan Tokopedia. Penelitian ini dilakukan terhadap 290 respondendengan menggunakan pendekatan kuantitatif.Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistik SPSS. Hasil penelitian ini menunjukkan bahwa secara uji Citra Merek tidakberpengaruh signifikan terhadap Kepuasan Konsumen Tokopedia. Kualitas Produk dan Promosiberpengaruh signifikan terhadap Kepuasan Konsumen Tokopedia. Kata Kunci : Kualitas Produk, Promosi Citra Merek, Kepuasan Konsumen, Tokopedia.
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