Maharani, Clara Sita (2024) Pengaruh Citra Merek, Promosi, dan Kualitas Produk Terhadap Kepuasan Konsumen pada Produk UMKM Bumbu Rujak Manis Cak Mimin. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Business actors are required to be able to innovate by adapting to consumer tastes and needs so that consumers can feel satisfied. Brand image, promotion, and product quality are part of the factors that influence consumer satisfaction with a product. This research aims to describe the characteristics of consumers who have purchased and consumed Cak Mimin's sweet rujak seasoning and determine the influence of brand image, promotion and product quality on consumer satisfaction with Cak Mimin's sweet rujak seasoning products. The research method used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS). Primary data was collected through interviews with the owner of Cak Mimin and questionnaires with a sample of 100 respondents taken using the purposive sampling method. The results of descriptive analysis of consumer characteristics show that most consumers are female, aged 17-25 years, live in Surabaya, undergraduate education, work as students and self-employed, low and middle income, and purchase frequency 1-2 times. The results of the SEM-PLS analysis show that brand image has a positive and significant effect on consumer satisfaction (p = <0.001). Promotion has a positive and significant effect on consumer satisfaction (p = 0.017). Product quality has a positive and significant effect on consumer satisfaction (p = <0.001). Keywords : Brand image, Promotion, Product Quality, Consumer Satisfaction
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Clara Sita Maharani | ||||||||||||
| Date Deposited: | 17 Jan 2024 07:37 | ||||||||||||
| Last Modified: | 17 Jan 2024 07:37 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20041 |
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