Janah, Zafiroh Nurul (2022) Pengaruh Brand Image, Citra Rasa, dan Harga terhadap Kepuasan Konsumen pada Mie Gacoan Gresik. (The Influence of Brand Image, Taste Image, and Price on Consumer Satisfaction at Mie Gacoan Gresik). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Business competition is getting tougher, as nowadays there are a lot of culinary businesses that have sprung up with various characteristics and advantages of each. In order for a business to continue to compete in the business world, the company must be able to meet the needs and desires of consumers. one of the companies involved in business competition is Mie Gacaoan. Mie Gacoan already has various branches on the islands of Java and Bali, one of which is in the city of Gresik. Mie Gacoan is one of the restaurants in Gresik that offers food in the form of spicy noodles with a level of spiciness that can be adjusted to the wishes of consumers. The purpose of this study is to determine and analyze the effect of Brand Image, Taste and Price partially and simultaneously on consumer satisfaction. This type of research is quantitative research with associative research type. The population used in this study were consumers who had bought Mie gacoan Gresik, while the sample used in this study was taken from 96 respondents using a nonprobability sampling method and data collection using a questionnaire with a Likert scale of 1-5. The analysis technique used in this research is multiple linear regression analysis, validity test, reliability test, classical assumption test and hypothesis testing. The results of this study indicate that Brand Image has a positive and significant effect on consumer satisfaction at Mie Gacoan Gresik, Taste has a positive and significant effect on consumer satisfaction at Mie Gacoan Gresik, Price has a positive and significant effect on consumer satisfaction at Mie Gacoan Gresik, and Brand Image , Taste, and Price together have a positive and significant effect on consumer satisfaction. The effect of Brand Image, Taste and Price on Consumer Satisfaction in this study was 66.9% and the remaining 31.1% was influenced by other variables not examined in this study. Keywords: Brand Image, Taste, Price and Consumer Satisfaction
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Brand Image, Taste, Price and Consumer Satisfaction |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1121800087 Zafiroh Nurul Janah |
| Date Deposited: | 03 Nov 2022 04:49 |
| Last Modified: | 03 Nov 2022 04:49 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/16851 |
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