ANALISIS PENGARUH KUALITAS PRODUK,KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN SOPHIE PARIS DI BEKASI (Studi Kasus Pada Sophie Paris BC Sinta Damai)

GAISHANI RACHMAN, GEA (2020) ANALISIS PENGARUH KUALITAS PRODUK,KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN SOPHIE PARIS DI BEKASI (Studi Kasus Pada Sophie Paris BC Sinta Damai). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Tujuan utama dari penelitian ini adalah untuk mengetahui Pengaruh Kualitas Produk,Kualitas Pelayanan, dan Citra Merek terhadap Kepuasan Konsumen (Studi kasus pada konsumen Sophie Paris BC : Sinta Damai Bekasi). Penelitian ini ditunjukan kepada konsumen Sophie Paris dengan menggunakan minimal sampel 100 responden. Penelitian menggunakan metode Penelitian Kuantitatif. Analisis data menggunakan Structural Equation Model (SEM) berbasis component atau variance yaitu Partial Least Square (PLS). Hasil penelitian ini menjunjukan bahwa Variabel Kualitas Produk berpengaruh positif dan signifikan terhadap Kepuasan Konsumen, Variabel Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Kepuasan Konsumen, dan Variabel Citra Merek berpengaruh positif dan signifikan terhadap Kepuasan Konsumen studi kasus pada Konsumen Sophie Paris di Bekasi. Kata Kunci : Kualitas Produk, Kualitas Pelayanan, Citra Merek, Structural Equation Model (SEM), Partial Least Square (PLS) The main objective of this research is to determine the Effect of Product Quality, Service Quality, and Brand Image on Consumer Satisfaction (Case study on Sophie Paris BC consumers: Sinta Damai Bekasi). This study was shown to Sophie Paris consumers by using a minimum sample of 100 respondents. Research using Quantitative Research methods. Data analysis uses Structural Equation Model (SEM) based on component or variance based on Partial Least Square (PLS). The results of this study show that Product Quality Variables have a positive and significant effect on Consumer Satisfaction, Service Quality Variables have a positive and significant effect on Consumer Satisfaction, and Brand Image Variables have a positive and significant effect on Consumer Satisfaction case studies on Sophie Paris Consumers in Bekasi. Keywords: Product Quality, Service Quality, Brand Image, Structural Equation Model (SEM), Partial Least Square (PLS)

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