Pengaruh Kualitas Produk, Persepsi Harga dan Citra Merek Terhadap Kepuasan Konsumen pada Eiger Adventure Flagship Store Merr Surabaya. (The Effect of Product Quality, Perceived Price and Brand Image on Consumer Satisfaction at Eiger Adventure Flagship Store Merr Surabaya).

Ncaong, Fansianus (2023) Pengaruh Kualitas Produk, Persepsi Harga dan Citra Merek Terhadap Kepuasan Konsumen pada Eiger Adventure Flagship Store Merr Surabaya. (The Effect of Product Quality, Perceived Price and Brand Image on Consumer Satisfaction at Eiger Adventure Flagship Store Merr Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Along with economic developments, the level of business competition in the industrial sector is currently getting tougher, especially for companies that produce similar products. Following and analyzing the strategies carried out by competitors is very important to find out how far a similar competitor's business has made changes and developments in its business. The company is expected to be able to push to improve its superior products and increase the creativity and innovation of the products offered to consumers. Consumers are currently very picky in purchasing a product, customer satisfaction is one of the things that must be considered by companies in fulfilling consumer desires. This research method uses a type of quantitative method. The population in this study are all consumers who visit and buy at Eiger Adventure Flagship Store Merr Surabaya, the number of which is unknown. The sampling technique in this study was carried out by purposive sampling with a sample of 96 respondents. Data collection techniques using a questionnaire. The research analysis method used is validity test, reliability test, classical assumption, multiple linear regression analysis, R2 test. T test and F test. Based on the results of this study, when viewed from the t test the product quality variable has a significant effect on customer satisfaction at the Eiger Adventure Flagship Store Merr Surabaya because the significance value is 0.001 <0.05 and the tcount value is 3.505 > ttable 1.986, price perceptions affect consumer satisfaction at Eiger Adventure Flagship Store Merr Surabaya because the significance value is 0.000 <0.05 and the tcount value is 4.657 > ttable 1.986 and brand image influences consumer satisfaction at the Eiger Adventure Flagship Store Merr Surabaya because the significance value is 0.000 <0.05 and the tcount value is 4.095> ttable 1.986. Meanwhile, it can be seen from the F test simultaneously that the variables of product quality, price perception and brand image have an effect on consumer satisfaction at the Eiger Adventure Flagship Store Merr Surabaya with a significance level of 0.000 <0.05 and a Fcount value of 47.838 > Ftable 2.70. Keywords: Product Quality, Perceived Price, Brand Image And Consumer Satisfactio

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