Analisis Pengaruh Persepsi Harga, Periklanan dan Kualitas Produk Terhadap Kepuasan Konsumen di PT. Segar Kumala Indonesia Surabaya. (Analysis of The Influence of Price Perceptions, Advertising, Product Quality on Customer Satisfaction At PT. Segar Kumala Indonesia Surabaya).

Velingka, Fderica Anggi (2023) Analisis Pengaruh Persepsi Harga, Periklanan dan Kualitas Produk Terhadap Kepuasan Konsumen di PT. Segar Kumala Indonesia Surabaya. (Analysis of The Influence of Price Perceptions, Advertising, Product Quality on Customer Satisfaction At PT. Segar Kumala Indonesia Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Thesis with the title "Analysis of the Influence of Price Perceptions, Advertising, and Product Quality on Consumer Satisfaction at PT. Segar Kumala Indonesia Surabaya” written by Fderica Anggi Velingka NBI 1211900231, Management Department, Faculty of Economics and Business, University of 17 August 1945 Surabaya with Drs. EC. Mataji, MM This study aims to determine the effect of Perceived Price, Advertising and Product Quality simultaneously and partially on Consumer Satisfaction. The hypothesis in this study is that there is a simultaneous influence of Perceived Price, Advertising and Product Quality on Consumer Satisfaction. There is a partial effect of price perception and advertising on consumer satisfaction, and there is a partial effect of price on consumer satisfaction. The population in this study are all consumers who come to PT. Fresh Kumala Indonesia Surabaya. Sampling in this study using purposive random sampling. The data collection method used was a questionnaire (questionnaire). The data analysis technique used is validity test, reliability test, multiple linear analysis, and determination analysis. The hypothesis test used was the F test and t test. Data analysis in this study used SPSS Version 29.0 tools. The results of the F test hypothesis show that Perceived Price, Advertising and Product Quality simultaneously have a significant influence on Consumer Satisfaction. The results of the t-test hypothesis show that the price perception variable has a partial influence on consumer satisfaction. The conclusions in this study show that the variables Perceived Price, Advertising, and Product Quality on Consumer Satisfaction. Suggestions related to this research should be Price Perception, which is able to compete with other competitors to make it attractive for consumers to buy products at PT. Segar Kumala Indonesia Surabaya.

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