Wijianti, Fredyta (2023) Pengaruh Brand Ambassador, Kualitas Produk, dan Persepsi Harga terhadap Kepuasan Konsumen Produk Scarlett Whitening pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. (The Influence of Brand Ambassador, Product Quality, and Price Perception on Consumer Satisfaction of Scarlett Whitening Products among University Students 17 August 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research aims to determine the influence of Brand Ambassador, Product Quality, and Price Perception on Consumer Satisfaction of Scarlett Whitening products among University Students of 17 August 1945 Surabaya. The number of samples determined was 100 respondents who used Scarlett Whitening products using a purposive sampling technique. In collecting data using the help of a questionnaire with Likert scale value measurements. The data analysis method used is multiple linear regression analysis and coefficient of determination with the SPSS 27 program. The results of the coefficient of determination analysis test (R2) in this study show that the R square (R2) value is 71.7% and the remaining 28.3% is explained by other variables not examined in this study and for the test results Multiple linear analysis shows a constant value of 4.203, the Brand Ambassador variable (X1) has a coefficient value of 0.086, the Product Quality variable (X2) has a coefficient value of 0.156, the Price Perception variable (X3) has a coefficient value of 0.157. Based on the results of the hypothesis test, the results show that the brand ambassador variable has a positive and significant effect on the consumer satisfaction variable, the product quality variable has a positive and significant effect on the consumer satisfaction variable, and price perception has a positive and significant effect on the consumer satisfaction variable. The brand ambassador variables, product quality, and price perception have a significant effect together (simultaneously) on the consumer satisfaction variable.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Brand Ambassador, Product Quality, Price Perception, and Consumer Satisfaction |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000132 Fredyta Wijianti |
| Date Deposited: | 25 Jul 2024 04:43 |
| Last Modified: | 25 Jul 2024 04:43 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/29600 |
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