NAUFAL ZAHID AUFA NASUTION, NPM 2101103244 (2025) PENGARUH BRAND IMAGE, STORE ATMOSPHERE DAN POTONGAN HARGA TERHADAP KEPUASAN KONSUMEN ANAK JAYA MOTOR RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (6). pp. 3353-3364. ISSN 2807-2219 (e-ISSN)
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui dan menguji bagaimana Brand Image, Store Atmosphere, dan Potongan Harga mempengaruhi Kepuasan Konsumen Bengkel Anak Mas Jaya Motor Rantauprapat. Penelitian kuantitatif dengan pendekatan asosiatif merupakan metodologi yang digunakan. Ukuran sampel sebanyak 96 responden diperoleh dengan menerapkan rumus Lemeshow pada prosedur pengambilan sampel. Kuesioner digunakan sebagai teknik penelitian untuk mengumpulkan data, dan didukung oleh observasi. Analisis regresi linier berganda dan uji hipotesis digunakan dalam proses analisis data, yang dilakukan dengan menggunakan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa Brand Image memengaruhi Kepuasan Konsumen dengan baik dan signifikan. Kepuasan Konsumen juga dipengaruhi secara positif dan signifikan oleh Store Atmosphere. Selain itu, telah dibuktikan bahwa variabel Potongan Harga memengaruhi Kepuasan Konsumen konsumen untuk membeli secara signifikan dan positif. Sementara itu, ketiga faktor independent Potongan Harga, Store Atmosphere, dan Brand Image memiliki dampak besar terhadap Kepuasan Konsumen Bengkel Anak Mas Jaya Motor Rantauprapat. Kata Kunci: Brand Image, Store Atmosphere, Potongan Harga, Kepuasan Konsumen ========================================================== The purpose of this study is to determine and test how Brand Image, Store Atmosphere, and Price Discounts affect Customer Satisfaction at Bengkel Anak Mas Jaya Motor Rantauprapat. Quantitative research with an associative approach is the methodology used. A sample size of 96 respondents was obtained by applying the Lemeshow formula to the sampling procedure. Questionnaires are used as a research technique for data collection, and are supported by observation. Multiple linear regression analysis and hypothesis testing are used in the data analysis process, which is performed using SPSS software. The research results indicate that Brand Image significantly and positively influences Consumer Satisfaction. Consumer Satisfaction is also positively and significantly influenced by Store Atmosphere. Additionally, it has been proven that the variable Price Discounts significantly and positively influences consumers' satisfaction with their purchases. Meanwhile, the three independent factors of Price Discount, Store Atmosphere, and Brand Image have a significant impact on Customer Satisfaction at Bengkel Anak Mas Jaya Motor Rantauprapat. Keywords: Brand Image, Store Atmosphere, Discounts, Consumer Satisfaction
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Brand Image, Store Atmosphere, Potongan Harga, Kepuasan Konsumen=============Brand Image, Store Atmosphere, Discounts, Consumer Satisfaction |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 14 Apr 2026 03:34 |
| Last Modified: | 14 Apr 2026 03:34 |
| URI: | http://repository.ulb.ac.id/id/eprint/2120 |
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