PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN (Studi Pada Konsumen Scarlett Whitening Body Lotion di DKI Jakarta)

KHOLIPAH, NABILA (2023) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN (Studi Pada Konsumen Scarlett Whitening Body Lotion di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted with the aim to determine whether there is an influence of 1) Brand Image on Consumer Satisfaction; 2) Price on Consumer Satisfaction; 3) Product Quality on Consumer Satisfaction on Scarlett whitening body lotion products. This study used 120 respondents with quantitative methods, sampling technique using purposive sampling. And distributing questionnaires to consumers of Scarlett Whitening Body Lotion in the DKI Jakarta area, whose data is then processed using the Partial Least Square (PLS) analysis tool. The results of this study indicate that brand image has a significant positive effect on consumer satisfaction, Price does not have a significant positive effect on Customer Satisfaction, and Product Quality has a significant positive effect on Consumer Satisfaction. Keywords: Brand Image, Price, Product Quality, Consumer Satisfaction. Penelitian ini dilakukan dengan tujuan untuk mengetahui ada tidaknya pengaruh dari 1) Citra Merek terhadap Kepuasan Konsumen; 2) Harga terhadap Kepuasan Konsumen; 3) Kualitas Produk terhadap Kepuasan Konsumen pada produk Scarlett Whitening Body Lotion. Penelitian ini menggunakan 120 responden dengan metode kuantitatif, teknik pengambilan sampel menggunakan Purposive sampling. Dan menyebar kuesioner kepada konsumen Scarlett Whitening Body Lotion di DKI Jakarta yang kemudian datanya diolah menggunakan alat analisis Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa Citra Merek berpengaruh positif signifikan terhadap Kepuasan Konsumen, Harga tidak berpengaruh positif signifikan terhadap Kepuasan Konsumen, dan Kualitas Produk berpengaruh positif signifikan terhadap Kepuasan Konsumen. Kata Kunci: Citra Merek, Harga, Kualitas Produk, Kepuasan Konsumen.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 404
Call Number:	SE/31/23/451
NIM/NIDN Creators:	43119010080
Uncontrolled Keywords:	Citra Merek, Harga, Kualitas Produk, Kepuasan Konsumen.
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 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 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik 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:	khalimah
Date Deposited:	16 Nov 2023 04:00
Last Modified:	16 Nov 2023 04:00
URI:	http://repository.mercubuana.ac.id/id/eprint/84188

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