PENGARUH KUALITAS PRODUK, CITRA MEREK, PENGALAMAN PELANGGAN, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PIZZA HUT DI BONDOWOSO

YUNITA, MAULINDA NABILA (2025) PENGARUH KUALITAS PRODUK, CITRA MEREK, PENGALAMAN PELANGGAN, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PIZZA HUT DI BONDOWOSO. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This study aims to determine the effect of product quality, brand image, customer experience, promotion, and service quality on customer satisfaction at Pizza Hut in Bondowoso Regency. Customer satisfaction is a crucial factor in maintaining customer loyalty and ensuring business sustainability amidst increasingly fierce competition in the fast food restaurant industry, particularly in non-metropolitan areas. This quantitative study was conducted using questionnaires distributed to 60 respondents, Pizza Hut customers in Bondowoso. The sampling technique used was purposive sampling. The data analysis method used was multiple linear regression analysis with the aid of SPSS software. The results showed that product quality and service quality had a positive and significant effect on customer satisfaction, while brand image, customer experience, and promotion did not have a significant effect. This finding indicates that the better the product quality offered and the higher the quality of service provided, the higher the level of customer satisfaction at Pizza Hut in Bondowoso. The results of this study indicate that product quality and service quality have a positive and significant effect on customer satisfaction, while brand image, customer experience, and promotion did not have a significant effect. Keywords: Product quality, brand image, customer experience, promotion, service quality

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	MANAJEMEN-S1
Depositing User:	KARIM BUDIONO
Date Deposited:	17 Apr 2026 09:11
Last Modified:	17 Apr 2026 09:11
URI:	http://repo.itsm.ac.id/id/eprint/1731

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