Pengaruh Brand Image, Persepsi Harga dan Kualitas Pelayanan Terhadap Kepuasan Konsumen pada Konsumen Oukla Coffee di Citra Harmoni Sidoarjo

Putri, Shalsabil Hayuning (2024) Pengaruh Brand Image, Persepsi Harga dan Kualitas Pelayanan Terhadap Kepuasan Konsumen pada Konsumen Oukla Coffee di Citra Harmoni Sidoarjo. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This thesis aims to examine the influence of brand image, price perception and service quality on consumer satisfaction at Oukla Coffee in Citra Harmoni, Sidoarjo. This study uses a quantitative method with a quantitative descriptive approach. The sample consists of 100 respondents,who are consumers of Oukla Coffee in Citra Harmoni, selected using nonprobability sampling. Data were collected through a questionnaire with a Likert scale as a measurement instrument. Data analysis was carried out by validity testing, reliability testing, classical assumption testing, multiple linear regression testing, and T-test (partial) and F-test (simultaneous) to evaluate the influence of brand image, price perception and service quality on consumer satisfaction at Oukla Coffee in Citra Harmoni, Sidoarjo. The results of the study indicate that Brand Image has a significant partial effect on consumer satisfaction at Oukla Coffee in Citra Harmoni Sidoarjo, this is evidenced by (significance value = 0.000 <0.05). Meanwhile,Price Perception has a significant partial effect on consumer satisfaction, this is evidenced by (significance value = 0.000 <0.05). Service Quality has a significant effect on consumer satisfaction, this is evidenced by (significance value = 0.000 <0.05). Simultaneously, Brand Image, Price Perception and Service Quality together affect Consumer Satisfaction at Oukla Coffee in Citra Harmoni,Sidoarjo. Based on the determination coefficient analysis, it shows that these variables explain approximately 96.4% of the variation in consumer satisfaction, while the remaining 3.6% is influenced by other factors not explained in this study.

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