Pengaruh kualitas produk, citra merek, dan kepercayaan merek terhadap kepuasan pelanggan (studi kasus Kopi Kenangan Jakarta)

Tarigan, Anggi (2023) Pengaruh kualitas produk, citra merek, dan kepercayaan merek terhadap kepuasan pelanggan (studi kasus Kopi Kenangan Jakarta). Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis dampak positif dari kualitas produk, citra merek, dan kepercayaan merek terhadap kepuasan pelanggan di Kopi Kenangan di Jakarta. Metode survei digunakan untuk menganalisis hasil penelitian ini dengan pengumpulan data dilakukan melalui kuesioner. Sampel dipilih dengan menggunakan teknik convenience sampling, dengan jumlah sampel sebanyak 200 responden. Analisis data dilakukan menggunakan pendekatan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil dari penelitian ini meliputi adanya pengaruh positif dari kualitas produk, citra merek dan kepercayaan merek terhadap kepuasan pelanggan. Selanjutnya, ditemukan juga adanya pengaruh positif dari citra merek terhadap kepuasan pelanggan dan terakhir adanya pengaruh positif dari kepercayaan merek terhadap kepuasan pelanggan. / This study aims to analyze the positive impact of product quality, brand image, and brand trust on customer satisfaction at Kopi Kenangan in Jakarta. The survey method was used to analyze the results of this study with data collection conducted through questionnaires. The sample was selected using convenience sampling technique, with a total sample size of 200 respondents. Data analysis was carried out using the Partial Least Square-Structural Equation Modeling (PLS-SEM) approach. The results of this study include the positive influence of product quality, brand image and brand trust on customer satisfaction. Furthermore, it was also found that there was a positive effect of brand image on customer satisfaction and finally a positive effect of brand trust on customer satisfaction.

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