PENGARUH BRAND IMAGE, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN (Pada Konsumen Natasha Skin Care Area Mall Tangerang City)

YULIA, ADIN (2020) PENGARUH BRAND IMAGE, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN (Pada Konsumen Natasha Skin Care Area Mall Tangerang City). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of the research to test and analyze the brand image, service quality, and product quality on Natasha Skin Care consumer satisfaction. The research method used in this research is descriptive method. The object of reearch is 150 respondents from Natasha Skin Care Mall Tangerang City Area. The data instrument uses Structural Equation Model (SEM) with Smart-PLS analysis tools. The results of this research indicated that brand image variables have a positive and significant effect on customer satisfaction. Service quality variables have a positive and significant effect on customer satisfaction. Product quality variables have a positive and significant effect on customer satisfaction Keywords: Brand image, Service Quality, Product Quality, Consumer Satisfaction Penelitian ini bertujuan untuk menguji dan menganalisis citra merek, kualitas pelayanan, dan kualitas produk terhadap kepuasan konsumen Natasha Skin Care. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Objek penelitian ini adalah konsumen Natasha Skin Care Area Mall Tangerang City sebanyak 150 responden. Instrumen data menggunakan metode statistik Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian menunjukan variable citra merek berpengaruh positif dan signifikan terhadap kepuasan konsumen. Variable kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen. Variable kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen. Kata kunci : Citra merek, Kualitas Pelayanan, Kualitas Produk, Kepuasan Konsumen.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 429
Call Number: SE/31/21/189
NIM/NIDN Creators: 43114120162
Uncontrolled Keywords: Citra merek, Kualitas Pelayanan, Kualitas Produk, Kepuasan Konsumen.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi)
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 > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Putra Arsy Anugrah
Date Deposited: 16 Jul 2022 07:20
Last Modified: 16 Jul 2022 07:20
URI: http://repository.mercubuana.ac.id/id/eprint/51784

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