GUNAWAN, WIBISONO (2025) PENGARUH KUALITAS PELAYANAN, BRAND IMAGE, KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN MACARINA JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.
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Abstract
ABSTRACT This research aims to analyze the influence of service quality, brand image, product quality, price, and promotion on customer satisfaction with the Macarina Jember snack product. Employing a descriptive quantitative approach, data were collected through questionnaires distributed to 60 respondents using purposive sampling, and analyzed using multiple linear regression. The results indicate that, partially, product quality, price, and promotion have a significant positive effect on customer satisfaction, while service quality and brand image do not show a significant effect. Simultaneously, all five variables were found to significantly influence customer satisfaction. These findings suggest that Macarina Jember’s customers tend to place greater emphasis on practical aspects such as product quality, competitive pricing, and effective promotion when evaluating their satisfaction. Therefore, it is recommended that the company prioritize strategies focused on maintaining product quality, offering affordable pricing, and enhancing promotional efforts to improve customer satisfaction and loyalty. Keywords: Service Quality, Brand image, Product Quality, Price, Promotion, Customer Satisfaction.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | KARIM BUDIONO |
| Date Deposited: | 17 Apr 2026 09:08 |
| Last Modified: | 17 Apr 2026 09:08 |
| URI: | http://repo.itsm.ac.id/id/eprint/1728 |
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