Pengaruh Kualitas Pelayanan, Promosi, dan Citra Merek Terhadap Kepuasan Pelanggan Pada Usaha Kuliner Burger Bangor di Wilayah Sidoarjo. (The Influence of Service Quality, Promotion, and Brand Image on Customer Satisfaction in Bangor Burger Culinary Business in the Sidoarjo Region).

Angesti, Anodya Farandy (2023) Pengaruh Kualitas Pelayanan, Promosi, dan Citra Merek Terhadap Kepuasan Pelanggan Pada Usaha Kuliner Burger Bangor di Wilayah Sidoarjo. (The Influence of Service Quality, Promotion, and Brand Image on Customer Satisfaction in Bangor Burger Culinary Business in the Sidoarjo Region). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine the effect of service quality (X1), promotion (X2), and brand image (X3), on customer satisfaction (Y) in the Bangor Burger Culinary Business in the Sidoarjo Region. The research method used is quantitative research. In determining the research sample, the researcher used the slovin formula so that there were 96 respondents. The research sample was taken using a non-probability sampling technique. Research data were analyzed quantitatively using data collection instruments (questionnaires) before being tested through validation tests and reliability tests. Data analysis used in this study was the T test (partial) and F test (simultaneous) which were analyzed using Multiple Linear Regression Analysis, Classical Assumptions Test, Correlation Test, and Coefficient of Determination (R²) which were processed using SPSS version 25.0. Based on the results of this study indicate that service quality has a significant influence on customer satisfaction in the Burger Bangor culinary business in the Sidoarjo Region. If there is even a slight change in service quality, customer satisfaction will also change according to the magnitude of the change in service quality. In addition, there are also promotions that have a significant influence on customer satisfaction in the Burger Bangor culinary business in the Sidoarjo Region. If there is even the slightest change in the promotion, customer satisfaction will also change according to the amount of promotion change. Furthermore, there is a brand image that also has a significant influence on customer satisfaction in the Burger Bangor culinary business in the Sidoarjo Region. If there is even a slight change in the brand image, customer satisfaction will also change according to the magnitude of the brand image change. Keywords: Service Quality, Promotion, Brand Image, and Customer Satisfaction

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Service Quality, Promotion, Brand Image, and Customer Satisfaction
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User:	1211900098 Anodya Farandy Angesti
Date Deposited:	19 Oct 2023 03:41
Last Modified:	19 Oct 2023 03:41
URI:	http://repository.untag-sby.ac.id/id/eprint/25982

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