ITSNA, ZAKIYAH (2023) PENGARUH CITRA MEREK, PERSEPSI HARGA, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN PELANGGAN CONATO BAKERY DI ROXY SQUARE JEMBER. Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT This study aims to examine the effect of Brand Image, Price Perception, Service Quality and Promotion on Customer Satisfaction at Conato Bakery Roxy Square Jember. The research data was obtained from distributing questionnaires to the research object with the sampling technique using purposive sampling. This type of research is quantitative. The population in this study were customers of Conato Bakery Roxy Square Jember as many as 115 respondents. Data analysis used Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Analysis Test, Coefficient of Determination Test (R²), t test with Uji E using SPSS 20 program. The results of this study indicate that Brand Image has a partial effect on Customer Satisfaction, this is evidenced by the value of tcount > table (3,417 > 1.982) and a significant value of (0.001 <0.05). Price perception has a partial effect on customer satisfaction, this is evidenced by the value of tcount > table (2.233 > 1.982) and a significant value of (0.028 <0.05). Service Quality has no partial effect on Customer Satisfaction, this is evidenced by the value of tcount <table (1.830 <1.982) and a significant value of (0.251 > 0.05). Promotion has a partial effect on customer satisfaction, this is evidenced by the tcount > table (3.375 > 1.982) and a significant value of (0.000 <0.05). Meanwhile, based on the results of simultaneous test statistical calculations, it can be concluded that Brand Image, Perceived Price Quality of Service, Promotion have a simultaneous effect on Customer Satisfaction of Conato Bakery Roxy Square Jember, this is evidenced by the value Fcount > Ftable (35.195 > 2.45) and a significant value of (0.000 <0.05), and the coefficient of determination is 0.545 which means that customer satisfaction can be explained by the variables Brand Image, Price Perception, Service Quality and Promotion of 54.5%, while the rest is explained by other variabels not included in this study. Keywords: Citra Merek, Price Perception, Sevice Quality, Promotion, Customer Satisfaction.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:28
Last Modified:	10 Feb 2025 05:28
URI:	http://repo.itsm.ac.id/id/eprint/988

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