Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Kepuasan Konsumen (Studi Kasus Pada Konsumen Kosmetik Dan Skincare Di Alfabelenskin Pusat Banyuwangi)

Reri, Herawati Wulandari (2021) Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Kepuasan Konsumen (Studi Kasus Pada Konsumen Kosmetik Dan Skincare Di Alfabelenskin Pusat Banyuwangi). Undergraduate thesis, UNIVERSITAS MUHAMMADIYAH JEMBER.

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Abstract

ABSTRAK Perumusan masalah dalam penelitian ini adalah bagaimana pengaruh harga, kualitas produk, dan promosi terhadap kepuasan konsumen Alfabelenskin pusat Banyuwangi. Tujuan penelitian adalah untuk mengetahui dan menganalisis pengaruh harga, kualitas produk, dan promosi terhadap kepuasan konsumen Alfabelenskin pusat Banyuwang secara parsial. Teori yang dipakai pada penelitian ini adalah teori manajemen pemasaran, teori kualitas pelayanan, kualitas produk, promosi ruangan dan teori kepuasan pelanggan. Penelitian dilakukan konsumen Alfabelenskin pusat Banyuwang. Jenis penelitian deskriptif kuantitatif dengan menggunakan metode purposive sampling dengan sampel 100 orang responden. Adapun sifat dari penelitian adalah penjelasan (explanatory). Alat uji yang digunakan adalah regresi linier berganda, dengan perangkat lunak SPSS versi 20.00. Hasil Uji t menunjukkan bahwa harga (0,013), kualitas produk (0,008), dan promosi (0,000), berpengaruh signifikan terhadap kepuasan konsumen secara parsial. Kata Kunci: harga, kualitas produk, promosi, dan kepuasan konsumen ix ABSTRACT The formulation of the problem in this study is how the effect of price, product quality, and promotion on customer satisfaction Alfabelenskin, Banyuwangi center. The research objective was to determine and analyze the effect of price, product quality, and promotion on customer satisfaction at Alfabelenskin, Banyuwang center partially. The theory used in this research is marketing management theory, service quality theory, product quality, room promotion and customer satisfaction theory. The research was conducted by Alfabelenskin consumers in the center of Banyuwang. This type of descriptive quantitative research using purposive sampling method with a sample of 100 respondents. The nature of the research is explanatory. The test tool used is multiple linear regression, with SPSS software version 20.00. The t test results show that price (0.013), product quality (0.008), and promotion (0.000), partially have a significant effect on customer satisfaction. Keywords: price, product quality, promotion, and customer satisfaction

Item Type:

Thesis (Undergraduate)

Uncontrolled Keywords:

price, product quality, promotion, and customer satisfaction

Subjects:

000 Computer Science, Information, & General Works > 020 Library and Information Sciences > 023 Personnel Management

Divisions:

Faculty of Economics > Department of Management (S1)

Department:

S1 Manajemen

Depositing User:

Reri Herawati Wulandari