The impact of brand image and price towards customer satisfaction at kwetiau ateng s.parman branch, medan

Sella, Sella (2019) The impact of brand image and price towards customer satisfaction at kwetiau ateng s.parman branch, medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Based on the data provided by Kwetiau Ateng S.Parman, clearly there is a problem there because the number of customers is decreasing each year from 2015 to 2018. The data also shows that the number of complaints of customers gradually increase alongside with the decreasing the amount of customers. Brand image is one crucial factor that creates identity and expectation when customers want to purchase products. Price also plays an important role, because price generally gives customer the idea of the product that they purchase and the expectation level from customer. The research types by the writer are descriptive research and casual research. Data analysis methods used in this research are descriptive statistic, validity test, reliability test, normality test, multiple correlation test, coefficient of determination, multiple linear regression equation, and Z-test. Based on the research result of multiple correlation tests, brand image and price have a strong and positive correlation towards customer satisfaction. It can be seen from the result of 0.840. The determination test also shows that coefficient of determination value is 70.6%. Z-test result confirms that all alternative hypothesis are accepted. It can be seen from the Zcount is higher than Ztable. Which is the Ztable is 1.96 and the Zcount is 5.99 , 3.84 , and 6.45. The conclusion of this research is brand image and price has high impact on customer satisfaction at Kwetiau Ateng S.Parman. This research can strengthen the theory about the impact of brand image and price on customer satisfaction. The customer satisfaction can be enhanced by the improvement of brand image and price.

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