Azaria, Loqman Ananta (2024) Pengaruh Inovasi Produk, Promosi dan Harga Terhadap Kepuasan Pelanggan Abqkebab Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid growth in the culinary business world in the modern era is marked by increasingly fierce competition among culinary businesses. This situation forces companies to compete with each other to innovate in order to maintain and strengthen their businesses in the face of stiff competition. In achieving this goal, companies employ various methods ranging from innovation, promotion, and pricing. The main issue in this research is how the influence of product innovation, promotion, and pricing affects customer satisfaction at Abqkebab Surabaya. The sample size for this study is 131, consisting of Abqkebab customers who have purchased their products. This research uses quantitative techniques and secondary data obtained from other sources such as books, journals, and other documents related to the study material, namely the influence of product innovation, promotion, and pricing on customer satisfaction at Abqkebab Surabaya. The data analysis methods used include descriptive analysis, instrument testing, classical assumption testing, multiple linear regression analysis, hypothesis testing, partial and simultaneous testing. The tool used for data processing is the SPSS software version 26. The results of this study indicate that there is a positive and significant partial influence of both product innovation and promotion and pricing on customer satisfaction. There is also a significant combined influence of product innovation, promotion, and pricing on customer satisfaction. Keywords: Product inovation, promotion, pricing, customer satisfaction at abqkebab Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | loqman loqman ananta azaria | ||||||||
| Date Deposited: | 30 Apr 2024 07:25 | ||||||||
| Last Modified: | 30 Apr 2024 07:25 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21872 |
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