PENGARUH PROMOSI, CITRA MEREK TERHADAP KEPUASAN KONSUMEN DAN LOYALITAS KONSUMEN PADA RESTORAN PAPA RONS PIZZA (Study Kasus Pada Konsumen Papa Rons Pizza Jakarta Barat)

BADRIYAH, ROSSALINA (2020) PENGARUH PROMOSI, CITRA MEREK TERHADAP KEPUASAN KONSUMEN DAN LOYALITAS KONSUMEN PADA RESTORAN PAPA RONS PIZZA (Study Kasus Pada Konsumen Papa Rons Pizza Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine: (1) the effect of promotion on customer satisfaction at Papa Ron's pizza restaurant, (2) the effect of brand image on customer satisfaction at Papa Ron's pizza restaurant, (3) the effect of consumer satisfaction on consumer loyalty at Papa Ron's pizza restaurant. This study uses quantitative methods and the sampling method in this study is to use the Incidental Sampling method, the sample is 175 respondents who have purchased pizza at Papa Ron's Pizza restaurant, West Jakarta consumers. The method used in this research is PLS 3.0. The results of this study indicate that Promotion, Brand Image affect customer satisfaction and consumer loyalty. At Papa Ron's Pizza restaurant. This is evidenced by the results of the validity test, reliability test and hypothesis testing which also shows the significant value of the three independent variables that support the hypothesis. Keywords: Promotion, Brand Image, Customer Satisfaction, Customer Loyalty Penelitian ini bertujuan untuk mengetahui: (1) pengaruh promosi terhadap kepuasan konsumen pada restoran papa ron’s pizza, (2) pengaruh citra merek terhadap kepuasan konsumen pada restoran papa ron’s pizza, (3) pengaruh kepuasan konsumen terhadap loyalitas konsumen pada restoran papa ron’s pizza. Penelitian ini menggunakan metode kuantitatif dan metode pengambilan sampel dalam penelitian ini adalah menggunakan metode Incidental Sampling, sampelnya berjumlah 175 responden yang telah melakukan pembelian pizza pada restoran Papa Ron’s Pizza konsumen daerah Jakarta Barat. Metode yang digunakan dalam penelitian ini adalah PLS 3.0. Hasil penelitian ini menunjukan bahwa Promosi, Citra Merek berpengaruh terhadap kepuasan konsumen dan loyalitas konsumen pada restoran Papa Ron’s Pizza. Hal ini dibuktikan dari hasil uji validitas, uji reabilitas dan uji hipotesis juga menunjukan nilai signifikan dari tiga variabel bebas yang mendukung hipotesis. Kata kunci: Promosi, Citra Merek, Kepuasan Konsumen, Loyalitas Konsumen

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 385
Call Number: SE/31/21/230
NIM/NIDN Creators: 43116010122
Uncontrolled Keywords: Promosi, Citra Merek, Kepuasan Konsumen, Loyalitas Konsumen
Subjects: 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 642 Meals and Table Service/Makanan dan Layanan Meja > 642.6 Serving at Table/Layanan di Meja
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.04 Management of Enterprises of Specific Forms/Pengelolaan Usaha dengan Bentuk Tertentu > 658.045 Corporations/Perusahaan
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Rifky
Date Deposited: 14 Jul 2022 07:41
Last Modified: 14 Jul 2022 07:41
URI: http://repository.mercubuana.ac.id/id/eprint/51495

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