Pramesthi, Ardiella Damara and Dr. Zainul Arifin,, , MS (2021) Pengaruh Citra Merek, Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Pelanggan (Survey Online Pada Pelanggan Pdam Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Ditengah kehidupan masyarakat Indonesia bahkan dunia, sejatinya memiliki kebutuhan primer, sekunder dan tersier. Salah satu kebutuhan primer manusia adalah air. Oleh karena itu, Perusahaan Daerah Air Minum (PDAM) hadir ditengah masyarakat untuk memudahkan kepentingan masyarakat itu sendiri. Untuk mengetahui pengaruh Brand Image, Kualitas pelayanan dan Promosi terhadap kepuasan pelanggan dalam menggunakan layanan air PDAM di Kota Malang. Metode yang digunakan pada penelitian yaitu explanatory research, dan dengan pendekatan kuantitatif. Variabel penelitian yang akan dikaji dalam penelitian ini adalah: Citra Merek (X1), Kualitas Pelayanan (X2), dan Promosi (X3), terhadap Kepuasan Pelanggan (Y). Hasil Penelitian menunjukkan bahwa secara parsial variabel Citra Merek tidak berpengaruh signifikan terhadap Kepuasan Pelanggan, dengan nilai signifikansi sebesar 0,867, Kualitas Pelayanan (X2) berpengaruh signifikan dengan nilai koefisien regresi sebesar 0,365, Promosi (X3) berpengaruh signifikan dengan nilai koefisien regresi sebesar 0,209, dan secara simultan variabel Citra Merek, Kualitas Pelayanan dan Promosi memiliki pengaruh yang signifikan terhadap Kepuasan Pelanggan
English Abstract
the midst of indonesian people's lives and even the world, it actually has primary, secondary and tertiary needs. One of the primary human needs is water. Therefore, the Drinking Water Regional Company (PDAM) is present in the community to facilitate the interests of the community itself. To find out the influence of Brand Image, Quality of service and Promotion on customer satisfaction in using PDAM water services in Malang City. The methods used in research are explanatory research, and with quantitative approaches. The research variables that will be studied in this study are: Brand Image (X1), Quality of Service (X2), and Promotion (X3), to Customer Satisfaction (Y). The results showed that partially the Brand Image variable had no significant effect on Customer Satisfaction, with a significance value of 0.867, Quality of Service (X2) having a significant effect with a regression coefficient value of 0.365, Promotion (X3) having a significant effect with a regression coefficient value of 0.209, and simultaneously brand image, service quality and promotion variables having a significant effect on Customer Satisfaction.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521030227 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Pelayanan, Promosi, Kepuasan Pelanggan..Brand Image, Quality of Service, Promotion, Customer Satisfaction |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 18 Feb 2022 07:46 |
| Last Modified: | 23 Feb 2022 03:40 |
| URI: | http://repository.ub.ac.id/id/eprint/189851 |
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Text (DALAM MASA EMBARGO)
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