PENGARUH CITRA MEREK, KUALITAS PELAYANAN, DAN HARGA TERHADAP KEPUASAN KONSUMEN DALAM PERSPEKTIF ISLAM DI MIULAN BOUTIQUE CEPER KLATEN

  • Diah Uswatun Kasanah Institut Teknologi Bisnis AAS Indonesia
Keywords: Brand Image, Service Quality, Price, Consumer Satisfaction

Abstract

This study aims to examine and analyze influence Brand Image, Service Quality, and Price on Consumer Statifaction in an Islamic Perspective at Miulan Boutique Ceper Klaten. In this study a quantitative descriptive approach. The technique collected is in the form of primary data through questionnaire data distributed to respondents called questionnaires. The data collection technique using the Purposive Sampling collection technique is a sampling technique with certain considerations such as consumer data as of January 2020 to December 2020, having bought a product at Miulan Boutique, so this research was carried out by distributing questionnaires and carried out by 77 consumers from 334 consumers in Miulan Boutique. From this research, the Brand Cira variable hes a significant effect on consumer satisfaction with the result value of the regression equation of 0,381 whit a t-count value of 3.331 greater than the t-table value of 1.9300 and having a Sig value 0,001 less than 0,05 then Ho is accepted. The service quality variable has a significant effect on consumer satisfaction with a regression value of 0.262 and a t-count value of 2.914 which is greater than t-table 1.9930 and has a Sig value of  0,005 less than 0,05 so Ho is accepted. The price variable has a significant effect on consumer satisfaction with a regression value of 0.392 and t-count value of 4.295 which is greather than t-table 1.9930 and has a Sig value of 0,000 less then 0.05. Brand Image, Service quality, Price together have a significant effect on the customer satisfaction by 63,1%

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Published
2021-12-20