Renita Widiasih, 7101418041 (2023) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN LOKASI PENJUALAN TERHADAP KEPUASAN KONSUMEN PADA GETUK GORENG ASLI H. TOHIRIN SOKARAJA. Under Graduates thesis, UNIVERSITAS NEGERI SEMARANG.

PDF (Skripsi) Restricted to Repository staff only Download (4MB) | Request a copy

Abstract

Consumer satisfaction is a feeling of pleasure disappointment felt by consumers which comes from the comparison between their expectation and performance of a product. With consumer satisfaction every hope, need and desire of consumers can be fulfilled through the products consumed. The purpose of this study was to determine the effect of brand image, product quality, and sales location on getuk goreng Asli H. Tohirin Sokaraja. The population in this study were all consumers of getuk goreng Asli H. Tohirin Sokaraja With total sample of 100 respondents. This research uses incidental sampling. The reseach approach is quantitive with causalitas desaign. Data was collected using a questionnaire. The data analysis technique used descriptive statistif, classical assumption test, multiple linear regression analysis, goodness of fit test, and hypothesis testing. The result of the study showed that the customer satisfaction value was 60,27 with very high criteria, brand image value was 35,94 with very high criteria, product quality value was 32,44 with very high criteria, and sales location was 84,28 with very high criteria. Then there is influence of brand image on consumer satisfaction of 8,50 %. The effect of product quality on consumer satisfaction is 11,15 %. The effect of sales location consumer satisfaction is 20,97 %. The results of the multiple linear regression equation Y = 0,248 X₁ + 0,281 X₂ + 0,396 X₃ with a coefficient of determination of 0,564, which means that all independent variable jointly affect consumer satisfaction by 56,4%. From the result of sudy it can be conclude that the brand image, product quality, and sales location can increase consumer satisfaction on getuk goreng Asli H. Tohirin Sokaraja. Suggestion that can be given in this study are getuk goreng Asli H. Tohirin company can optimize efforts in forming a brand image by providing a positive image in the minds of consumers. Getuk goreng Asli H. Tohirin Company can improving product quality by optimizing product quality and adding innovation so that the level of satisfaction felt by consumers getting higher so that Asli H. Tohirin company can continue to grow.

Actions (login required)

View Item