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SITA DELIYANA Dataverse (Fakultas Komunikasi Bisnis_KK Business, Innovation, Development)
17670-34834-2-PB.pdf

This file is part of "Pengaruh Strategi Pemasaran Terhadap Kepuasan Konsumen Amanda Brownies Di Palimanan Cirebon".

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DELIYANA , SITA, 2022, "17670-34834-2-PB.pdf", Pengaruh Strategi Pemasaran Terhadap Kepuasan Konsumen Amanda Brownies Di Palimanan Cirebon, https://doi.org/10.34820/FK2/PE3K0M/EUACDH, Telkom University Dataverse, V1
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DELIYANA , SITA, 2022, "Pengaruh Strategi Pemasaran Terhadap Kepuasan Konsumen Amanda Brownies Di Palimanan Cirebon", https://doi.org/10.34820/FK2/PE3K0M, Telkom University Dataverse, V1
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17670-34834-2-PB.pdf
doi:10.34820/FK2/PE3K0M/EUACDH

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59ede0b3fc9cfda3a8f61146a79073f3
2022-06-21
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The rise of business in the culinary field has resulted in increasingly fierce competition for similar products that have emerged, thus causing the bargaining power of customers to be even greater. The research was conducted with the aim of assessing and analyzing the effect of product quality, price, location, promotion, and distribution on consumer satisfaction of Amanda Brownies in Palimanan. The type of research used is descriptive and causal with a quantitative approach. Sampling using purposive sampling as many as 100 respondents. Data analysis was carried out by classical assumption test, multiple linear regression test, and hypothesis testing. The results showed that product quality, price, location, promotion, and distribution simultaneously affected Amanda Brownies consumer satisfaction in Palimanan as evidenced by the calculated F value of 24.344 with a significant F of 0.000, and partially positive and significant effect on consumer satisfaction. as evidenced by the t-count value of 2.820 and a significance level of 0.006, and the coefficient of determination shows that 56.4% of consumer satisfaction is influenced by product, price, location, promotion and distribution. While the remaining 43.6% is influenced by other variables not examined in this study such as service quality, customer trust and consumer loyalty.
2022-06-20
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