Pengaruh Citra Merek, Harga, Promosi, Lokasi Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen (Studi Kasus pada Outlet Es Teh Indonesia Gwalk Surabaya Barat)

Putri, Alifah Rafidah (2024) Pengaruh Citra Merek, Harga, Promosi, Lokasi Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen (Studi Kasus pada Outlet Es Teh Indonesia Gwalk Surabaya Barat). Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (Cover) COVER .pdf Download (1MB)
	Text (Bab 1) BAB I ALIFAH.pdf Download (579kB)
	Text (Bab 2) BAB II ALIFAH.pdf Restricted to Repository staff only until 8 January 2027. Download (692kB)
	Text (Bab 3) BAB III ALIFAH.pdf Restricted to Repository staff only until 8 January 2027. Download (691kB)
	Text (Bab 4) BAB IV ALIFAH.pdf Restricted to Repository staff only until 8 January 2027. Download (1MB)
	Text (Bab 5) BAB V ALIFAH.pdf Download (404kB)
	Text (Daftar Pustaka) DAFTAR PUSTAKA ALIFAH.pdf Download (557kB)
	Text (Lampiran) LAMPIRAN ALIFAH.pdf Restricted to Repository staff only until 8 January 2027. Download (2MB)

Abstract

Customer complaints regarding service occur when purchasing beverage products at the Gwalk Es Teh Indonesia Outlet. Several factors influence consumer satisfaction. The research examines how customer satisfaction at the Gwalk Es Teh Indonesia Outlet is impacted by aspects like as location, pricing, promotion, brand image, and service quality. This research was conducted at the Gwalk Citraland Es Teh Indonesia Outlet, Lakarsantri District, Surabaya City. This research use 100 respondents.The research method used is Structural Equation Model Partial Least Square (SEM PLS) analysis with the Warp PLS version 8.0 application. There were 100 responders in this research. The Warp PLS version 8.0 application is utilized in the Structural Equation Model Partial Least Square (SEM PLS) analytic study approach. Primary and secondary data are the types of data collected. The study's findings indicate that the variables that significantly impact consumer satisfaction are brand image (p-value = 0.003), price (p-value <0.001), location (p-value <0.014), and service quality (p-value <0.001), provided that the p-value is less than 0.05. However, because the promotion variable has a p-value of more than 0.05, it does not match the standards due to its high p-value of 0.189 The study draws the conclusion that, at the Gwalk Es Teh Indonesia Outlet, promotions have no effect on customer happiness, but brand image, pricing, location, and service quality do. Based on the findings of the study, the Gwalk Es Teh Indonesia Outlet can continue to sell its items at the same price and location while maintaining its brand image by responding to client demands and giving them faster, more accurate service in order to boost customer satisfaction.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Harya, Gyska Indah	NPT17219910704008	gyskaharya.agribis@upnjatim.ac.id
Thesis advisor	Roidah, Ida Syamsu	NPT21219860624284	ida.syamsu.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

alifah rafidah putri

Date Deposited:

09 Jan 2025 04:27

Last Modified:

09 Jan 2025 04:27

URI:

https://repository.upnjatim.ac.id/id/eprint/33778