RISKA YANI HARAHAP, NPM 2101100135 (2025) PENGARUH HARGA, PRODUK, CITRA MEREK, DAN LAYANAN TERHADAP KEPUASAN KONSUMEN DI CAFE KEPITING BERSERAK KOTAPINANG. Tugas_Akhir(Artikel) Jurnal Manajemen Bisnis Kewirausahaan, 4 (1). pp. 42-55. ISSN 2829-2502 (e-ISSN) 2829-260X(p-ISSN)
![[img]](http://repository.ulb.ac.id/style/images/fileicons/text.png) |
Text
COVER.pdf Download (776kB) |
|
Text
ARTIKEL.pdf Download (443kB) |
Abstract
Penelitian ini bertujuan menganalisis pengaruh harga (X1), produk (X2), citra merek (X3), dan pelayanan (X4) terhadap kepuasan konsumen (Y) baik secara persial maupun simultan pada Cafe Kepiting Berserak Kotapinang. Penelitian ini adalah penelitian survey. dengan jumlah sampel yang diambil sebanyak 96 responden. Instrumen penelitian menggunakan kuisioner dan dianalisis menggunakan persamaan regresi linear berganda. Berdasarkan hasil analisis membuktikan bahwa kepuasan konsumen dipengaruhi oleh harga, produk, citra merek dan pelayanan, namun demikian terdapat juga faktor lain yang mempengaruhi kepuasan konsumen selain harga, produk, citra merek, dan pelayanan yang perlu dilanjuti oleh penelitian lain untuk meningkatkan kepuasan konsumen dari perspektif yang berbeda. Kata Kunci: Harga, Produk, Citra Merek, Pelayanan, dan Kepuasan Konsumen ================================================================================================== This study aims to analyze the influence of price (X1), product (X2), brand image (X3), and service (X4) on customer satisfaction (Y), both partially and simultaneously, at Cafe Kepiting Berserak Kotapinang. This research employs a survey method with a sample size of 96 respondents. The research instrument is a questionnaire, and the data is analyzed using multiple linear regression equations. The analysis results demonstrate that customer satisfaction is influenced by price, product, brand image, and service. However, other factors beyond these variables also affect customer satisfaction, which should be explored in future studies to enhance customer satisfaction from different perspectives. Keywords: Price, Product, Brand Image, Service, Customer Satisfaction
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Harga, Produk, Citra Merek, Pelayanan, dan Kepuasan Konsumen===============Price, Product, Brand Image, Service, Customer Satisfaction |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 26 Aug 2025 03:28 |
| Last Modified: | 26 Aug 2025 03:28 |
| URI: | http://repository.ulb.ac.id/id/eprint/1660 |
Actions (login required)
 |
View Item |
