Analisis Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Kepuasan Konsumen (Studi Empiris Pada Mahasiswa Pengguna Sepeda Motor Honda Beat Di Universitas Muhammadiyah Surakarta)

Chaerimar, Fahrul and , Soepatini, S.E, M.Si, Ph.D (2021) Analisis Pengaruh Citra Merek, Harga, Dan Kualitas Produk Terhadap Kepuasan Konsumen (Studi Empiris Pada Mahasiswa Pengguna Sepeda Motor Honda Beat Di Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aims to analyze the influence of brand image, price and product quality on consumer satisfaction at the Muhammadiyah University of Surakarta. In this research used a sample of 100 Muhammadiyah Surakarta University students. The sampling technque used purposive sampling technique and the data used were primary data in the form of questionnaires. Data analysis method used is multiple linear regression analysis using several variables namely brand image, price, product quality and customer satisfaction. The results of this study indicate that the brand image has no significant effect on consumer satisfaction with the t test which has a significance of 0,173 greater than 0,05 , price has no significant effect on consumer satisfaction with the t test has a significance value of 0,141 greater than 0,05 , product quality has a significant effect on consumer satisfaction as evidenced by t test having a significance value of 0,000 less than 0,05. Adjusted R Square value of 0,474 indicates that variations in changes in brand image (X1), price (X3), product quality (X3) are able to explain variations in variable changes in customers satisfaction by 47,4 % while the remaining 52,6 % is explained by other variables outside the model.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand image, price, product quality, consumer satisfaction
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FAHRUL CHAERIMAR
Date Deposited:	31 May 2021 03:17
Last Modified:	31 May 2021 03:20
URI:	http://eprints.ums.ac.id/id/eprint/91276

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