The influence of brand image, product quality, and service quality on customer satisfaction (study of han's bakery kudus customer)

ZULAEKHOH, SITI (2022) The influence of brand image, product quality, and service quality on customer satisfaction (study of han's bakery kudus customer). Sarjana thesis, Universitas Muria Kudus.

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Abstrak

The purpose of this study was to find out the effect of brand image, product quality, and service quality on customer satisfaction at Han's Bakery Kudus. The research method used is a descriptive-quantitative approach. The sample in this study was 96 people who were selected using a purposive sampling technique with the amount based on the Lemeshow equation and the criteria in the form of customers who had bought at least three times at Han's Bakery Kudus in the last two years. The data obtained were analyzed using descriptive analysis methods and multiple linear regression analysis. The conclusions obtained are: (1) brand image has a positive and insignificant effect on customer satisfaction at Han's Bakery Kudus; (2) product quality has a positive and insignificant effect on customer satisfaction at Han's Bakery Kudus; (3) service quality has a positive and significant effect on customer satisfaction at Han's Bakery Kudus; and (4) brand image, product quality, and service quality together have a positive and significant effect on customer satisfaction at Han's Bakery Kudus.

Item Type: Skripsi/ Thesis (Sarjana)
Dosen Pembimbing: Dosen Pembimbing 1: Dr. Mokhamad Arwani,. SE,. MM Dosen Pembimbing 2: Hutomo Rusdianto,. SE,. MBA,. AWM,. QWM,. CBV
Kata Kunci: brand image; customer satisfaction; service quality; product quality;
Subjects: Ilmu-ilmu Sosial > Teori Ekonomi > Ekonomi sebagai ilmu. Hubunugan dengan subjek lain
Ilmu-ilmu Sosial > Teori Ekonomi
Program Studi: Fakultas Ekonomi > Manajemen (S1)
Depositing User: Mr Firman Al Mubaroq
Date Deposited: 05 Dec 2022 20:02
Last Modified: 05 Dec 2022 20:02
URI: http://eprints.umk.ac.id/id/eprint/16954

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