Pengaruh Gaya Hidup, Kualitas Produk dan Persepi Harga terhadap Kepuasan Konsumen pada Produk Es Teh Indonesia di Kecamatan Sukolilo Surabaya (The Effect of Lifestyle, Product Quality and Price Perception on Consumer Satisfaction on Indonesian Iced Tea Products in Sukolilo District, Surabaya)

Sari, Cindy Fatika (2022) Pengaruh Gaya Hidup, Kualitas Produk dan Persepi Harga terhadap Kepuasan Konsumen pada Produk Es Teh Indonesia di Kecamatan Sukolilo Surabaya (The Effect of Lifestyle, Product Quality and Price Perception on Consumer Satisfaction on Indonesian Iced Tea Products in Sukolilo District, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Gaya Hidup, Kualitas Produk, Persepsi Harga terhadap Kepuasan Konsumen dalam membeli produk Es Teh Indonesia. Populasi dalam penelitian ini adalah konsumen Es Teh Indonesia di Kecamatan Sukolilo Surabaya yang berjumlah 100 responden. Teknik pengambilan sampel yang digunakan adalah Accidental Sampling oleh Konsumen Es Teh Indonesia. Pengumpulan data dalam penelitian dilakukan melalui penyebaran kuesioner yang dilakukan secara online melalui Google Form. Selama penelitian, ada 100 responden yang menjawab kuesioner. Berdasarkan hasil penelitian yang diperoleh dari analisis regresi linier berganda adalah Y = 13,094 + 0,155(X1) + 0,204(X2) + 0,311(X3) + e. Hasil Hipotesis Gaya Hidup Uji F (X1), Kualitas Produk (X2), Persepsi Harga (X3), Secara Simultan berpengaruh signifikan terhadap variabel Kepuasan Konsumen (Y). Hasil uji t menunjukkan bahwa variabel Gaya Hidup (X1), Kualitas Produk (X2), Persepsi Harga (X3) berpengaruh positif dan signifikan terhadap kepuasan konsumen. Kata Kunci: Gaya Hidup, Kualitas Produk, Persepsi Harga dan Kepuasan Konsumen. (This study aims to determine the effect of Lifestyle, Product Quality, Price Perception on Consumer Satisfaction in buying Indonesian Iced Tea products. The population in this study were consumers of Indonesian Ice Tea in Sukolilo District, Surabaya, which amounted to 100 respondents. The sampling technique used is Accidental Sampling by Indonesian Ice Tea Consumers. Data collection in the study was carried out through the distribution of questionnaires conducted online via Google Form. During the study, there were 100 respondents who answered the questionnaire. Based on the research results obtained from multiple linear regression analysis is Y = 13.094 + 0.155(X1) + 0.204(X2) + 0.311(X3) + e. The results of the Lifestyle Hypothesis Test F (X1), Product Quality (X2), Price Perception (X3), Simultaneously have a significant effect on the Consumer Satisfaction variable (Y). The results of the t-test indicate that the variables of Lifestyle (X1), Product Quality (X2), Price Perception (X3) have a positive and significant effect on consumer satisfaction. Keywords: Lifestyle, Product Quality, Price Perception and Consumer Satisfaction.)

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kata Kunci: Gaya Hidup, Kualitas Produk, Persepsi Harga dan Kepuasan Konsumen.
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HG Finance
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User: 1211800108 Cindy Fatika Sari
Date Deposited: 23 Sep 2022 06:57
Last Modified: 23 Sep 2022 06:57
URI: http://repository.untag-sby.ac.id/id/eprint/18825

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