Agustina, Emilia (2024) Pengaruh Brand Awareness, Word Of Mouth, dan Cita Rasa Terhadap Kepuasan Pelanggan di Cooler City Rungkut. (The Influence of Brand Awareness, Word of Mouth, and Taste on Customer Satisfaction in Cooler City Rungkut). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to analyze the influence of brand awareness, word of mouth, and taste on customer satisfaction in Cooler City Rungkut. The development of the food and beverage (f&b) business continues to grow in Southeast Asia, especially in Indonesia, one of which is the ice cream and tea business with a wide selection of diverse toppings. This study used quantitative methods, with data collected through an online questionnaire in the form of a google form to Cooler City Rungkut consumers. The results showed that brand awareness and word of mouth had a significant effect on customer satisfaction, while taste did not have a significant effect on customer satisfaction. The findings provide insight for companies into brand awareness, wordof-mouth communication and the right taste will increase consumer confidence and willingness to buy products, as well as provide guidance for other companies in the food and beverage industry to formulate effective marketing strategy.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Brand Awareness, word of mouth, taste, customer satisfaction, ice cream, beverage toppings, Cooler City Rungkut. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HG Finance |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000015 Emilia Agustina |
| Date Deposited: | 30 Aug 2024 02:19 |
| Last Modified: | 30 Aug 2024 02:19 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33182 |
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