PENGARUH KUALITAS PRODUK, PROMOSI, DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PADA TOKOPEDIA

RAMADHANTY, FALLAH AMOR (2020) 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.

Item Type: Thesis (S1)
Call Number: SE/31/19/218
NIM: 43115010244
Uncontrolled Keywords: Kualitas Produk, Promosi Citra Merek, Kepuasan Konsumen, Tokopedia.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 22 Jan 2020 02:55
Last Modified: 22 Jan 2020 02:55
URI: http://repository.mercubuana.ac.id/id/eprint/53741

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