PENGARUH PERSEPSI HARGA, KUALITAS PODUK, DAN PROMOSI TERHADAP KEPUASAN KONSUMEN (Studi Produk Mixue di Kota Tangerang)

RISMAWATI, AYU (2024) PENGARUH PERSEPSI HARGA, KUALITAS PODUK, DAN PROMOSI TERHADAP KEPUASAN KONSUMEN (Studi Produk Mixue di Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
01 Cover.pdf
Download (436kB) | Preview
[img]
Preview
 Text (ABSTRAK)
02 Abstrak.pdf
Download (27kB) | Preview
[img] Text (BAB I)
03 Bab 1.pdf
Restricted to Registered users only
Download (194kB)
[img] Text (BAB II)
04 Bab 2.pdf
Restricted to Registered users only
Download (223kB)
[img] Text (BAB III)
05 Bab 3.pdf
Restricted to Registered users only
Download (162kB)
[img] Text (BAB IV)
06 Bab 4.pdf
Restricted to Registered users only
Download (610kB)
[img] Text (BAB V)
07 Bab 5.pdf
Restricted to Registered users only
Download (80kB)
[img] Text (DAFTAR PUSTAKA)
08 Daftar Pustaka.pdf
Restricted to Registered users only
Download (184kB)
[img] Text (LAMPIRAN)
09 Lampiran.pdf
Restricted to Registered users only
Download (339kB)

Abstract

This research aims to determine the influence of price perception, product quality and promotion on consumer satisfaction with Mixue. This research data is data taken from primary data obtained from processing questionnaire data filled in by MIXUE drink buyers located in Kota Tangerang who have made a purchase at least once. The number of samples used was 110 respondents and the analysis technique used in this research was Partial Least Square (PLS) analysis. The results of this research indicate that price perception does not have a significant effect on consumer satisfaction, but the product quality and promotion variables have a significant effect on consumer satisfaction. Keywords : Price Perception, product quality, Promotion, Consumer Satisfaction Penelitian ini bertujuan untuk mengetahui pengaruh presepsi harga, kualitas produk, dan promosi terhadap kepuasan konsumen pada Mixue. Data penelitian ini merupakan data yang di ambil dari data primer yang diperoleh dari pengolahan data kuesioner yang diisi oleh pembeli minuman MIXUE bertempat di Kota Tangerang yang telah melakukan pembelian minimal 1 kali. Jumlah sampel yang digunakan sebanyak 110 responden dan teknik analisis yang digunakan dalam penelitian ini adalah dengan menggunakan analisis Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa presepsi harga tidak berpengaruh signifikan terhadap kepuasan konsumen tetapi pada variabel kualitas produk dan promosi berpengaruh signifikan terhadap kepuasan konsumen. Kata kunci : Presepsi Harga, Kualitas Produk, Promosi, Kepuasan Konsumen

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 266
NIM/NIDN Creators: 43120010081
Uncontrolled Keywords: Presepsi Harga, Kualitas Produk, Promosi, Kepuasan Konsumen
Subjects: 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman > 641.2 Beverages, Drinks/Minuman
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 14 Aug 2024 06:13
Last Modified: 14 Aug 2024 06:13
URI: http://repository.mercubuana.ac.id/id/eprint/90234

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.