PENGARUH EKUITAS MEREK, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN NUGGET SO GOOD (Studi Pada Pelanggan Nugget So Good)

FAJRINS, DEBY YULIANTO (2021) PENGARUH EKUITAS MEREK, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN NUGGET SO GOOD (Studi Pada Pelanggan Nugget So Good). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to determine the effect of brand equity, product quality and brand image on customer satisfaction nugget so good. This study uses a quantitative approach. The population in this study are consumers of the nugget so good brand, especially those who live in the Jabodetabek. The sample of this study amounted to 180 people using non-probability sampling technique. Methods of data collection using a media questionnaire distributed to consumers. The results show that brand equity also has a positive effect on customer satisfaction. Product quality variable also has a positive effect on customer satisfaction. And the brand image variable also has a positive effect on customer satisfaction. Keywords: brand equity, product quality, brand image, customer satisfaction Tujuan dari penelitian ini adalah untuk mengetahui pengaruh ekuitas merek, kualitas produk dan citra merek terhadap kepuasan pelanggan nugget so good. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen merek nugget so good terutama yang berdomisili di Jabodetabek. Sampel penelitian ini berjumlah 180 orang menggunakan teknik non probability sampling. Metode pengumpulan data menggunakan media kuesioner yang disebar kepada konsumen. Hasil penelitian menunjukkan ekuitas merek juga berpengaruh positif terhadap kepuasan pelanggan. Variabel kualitas produk juga berpengaruh positif terhadap kepuasan pelanggan. Dan Variabel citra merek juga berpengaruh positif terhadap kepuasan pelanggan. Kata Kunci: ekuitas merek,kualitas produk,citra merek, kepuasan pelanggan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 484
NIM/NIDN Creators: 43115120284
Uncontrolled Keywords: ekuitas merek,kualitas produk,citra merek, kepuasan pelanggan
Subjects: 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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 03 Mar 2023 02:25
Last Modified: 03 Mar 2023 02:25
URI: http://repository.mercubuana.ac.id/id/eprint/74578

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