Untari, Dewi (2024) Analisis Pengaruh Kualitas Produk, Persepsi Harga, Dan Kemasan Terhadap Keputusan Pembelian Dan Dampaknya Pada Kepuasan Konsumen Produk Roti Bluder Produksi Royale Cavalarie Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
CV. Royale Cavalarie is a processed food company that uses a make-to-order production system and sells bread as its main product. CV. Royale Cavalarie faced problems related to low levels of customer satisfaction with product quality, price perception, and bluder bread packaging, as well as a decrease in the number of purchases made by consumers. This study aims to find out how purchasing decisions are influenced by product quality, perceived price, and packaging, as well as how these factors affect consumer satisfaction. This type of research is cantinative using research instruments in the form of questionnaires with a sample of 100 consumers with a purposive sampling technique (non-probability sampling). The method in this study is Structural Equation Modeling (SEM) analysis based on Partial Least Square (PLS) with the help of SmartPLS software in data processing. The results showed that, although packaging does not significantly influence the decision to buy, the perception of product quality and price has a major impact. However, customer satisfaction with bread is not significantly affected by product quality, price perception, or packaging. Purchase decisions can be said to be mediators and bridge the influence between product quality, price perception, and packaging on consumer satisfaction
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Dewi Untari | ||||||||
| Date Deposited: | 17 Sep 2024 02:09 | ||||||||
| Last Modified: | 17 Sep 2024 02:09 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29025 |
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