PENGARUH BRAND IMAGE, PRODUCT DIVERSITY, DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA PRODUK PAKAIAN MATERNAL DISASTER DI SIDOARJO BARAT

widiana, januar (2025) PENGARUH BRAND IMAGE, PRODUCT DIVERSITY, DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA PRODUK PAKAIAN MATERNAL DISASTER DI SIDOARJO BARAT. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh brand image, product diversity, kualitas produk terhadap kepuasan konsumen pada Produk Pakaian Maternal Disaster Di Sidoarjo Barat. Latar belakang penelitian ini didasari oleh pentingnya faktor internal perusahaan, seperti Brand image yang kuat dapat membentuk persepsi positif terhadap merek, product diversity memungkinkan konsumen memilih sesuai preferensi, dan kualitas produk menentukan pengalaman langsung konsumen terhadap produk yang digunakan untuk meningkatkan kepuasan konsumen. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan asosiatif. Responden terdiri dari 100 para konsumen pengguna produk pakaian Maternal Disaster di daerah Sidoarjo Barat, yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa; (1) Brand Image berpengaruh positif dan signifikan terhadap kepuasan konsumen; (2) Product Diversity berpengaruh negatif dan signifikan terhadap kepuasan konsumen; (3) Kualitas Produk juga berpengaruh positif dan signifikan terhadap kepuasan konsumen; dan (4) Secara simultan, brand image, product diversity, kualitas produk berpengaruh signifikan terhadap kepuasan konsumen. Kesimpulan dari penelitian ini adalah untuk meningkatkan kepuasan konsumen, Perusahaan perlu menunjukkan pentingnya membangun brand image yang kuat dan menjaga kualitas produk, serta perlunya evaluasi terhadap product diversity agar tidak menurunkan kepuasan konsumen.

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