PENGARUH HARGA, CITRA MEREK, KUALITAS PRODUK, KUALITAS PELAYANAN, EMOSIONAL DAN BIAYA TERHADAP KEPUASAN KONSUMEN ROTI KECIK DI TOKO ROTI GANEP TRADISI SOLO

SISWANTI, OLIVIA PRIMADITA (2022) PENGARUH HARGA, CITRA MEREK, KUALITAS PRODUK, KUALITAS PELAYANAN, EMOSIONAL DAN BIAYA TERHADAP KEPUASAN KONSUMEN ROTI KECIK DI TOKO ROTI GANEP TRADISI SOLO. Other thesis, UPN "Veteran" Yogyakarta.

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Abstract

PENGARUH HARGA, CITRA MEREK, KUALITAS PRODUK,
KUALITAS PELAYANAN, EMOSIONAL DAN BIAYA
TERHADAP KEPUASAN KONSUMEN ROTI KECIK
DI TOKO ROTI GANEP TRADISI SOLO
Oleh : Olivia Primadita Siswanti
Dibimbing oleh : Indah Widowati dan Ni Made Suyastiri YP.
ABSTRAK
Tujuan penelitian ini adalah 1) menganalisis pengaruh harga, citra merek, kualitas
produk, kualitas pelayanan, emosional dan biaya terhadap kepuasan konsumen Roti
Kecik di Toko Roti Ganep Tradisi Solo 2) menganalisis kepuasan konsumen
berdasarkan kesesuaian antara kepentingan dan kinerja pada Roti Kecik di Toko
Roti Ganep Tradisi Solo. Penelitian ini menggunakan metode kualitatif dengan
jenis penelitian survey, metode penentuan lokasi menggunakan metode purposive
dan metode pengambilan responden menggunakan metode accidental sampling,
jenis data yang digunakan adalah data primer dan sekunder, metode pengumpulan
data menggunakan kuesioner, observasi, wawancara, dan dokumentasi. Teknik
analisis data yang digunakan adalah regresi linier berganda dan Importance
Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa harga, citra
merek, kualitas produk, kualitas pelayanan, emosional dan biaya berpengaruh
secara bersama – sama terhadap kepuasan konsumen Roti Kecik di Toko Roti
Ganep Tradisi Solo, sedangkan emosional tidak berpengaruh secara parsial
terhadap kepuasan konsumen Roti Kecik di Toko Roti Ganep Tradisi Solo.
Importance Performance Analysis (IPA) menunjukkan bahwa konsumen puas
berdasarkan kesesuaian antara kepentingan dan kinerja pada Roti Kecik di Toko
Roti Ganep Tradisi Solo.
Kata kunci : harga, citra merek, kualitas produk, kualitas pelayanan, emosional,
biaya, kepuasan konsumen, Importance Performance Analisys (IPA)
THE EFFECT OF PRICE, BRAND IMAGE, PRODUCT QUALITY,
S E R V I C E QU A L IT Y , E M O T IO N AL AN D CO ST S
ON CONSUMER SATISFACTION OF BREAD KECIK
AT SOLO TRADITION GANEP BAKERY SHOP
By : Olivia Primadita Siswanti
Supervised by : Indah Widowati and Ni Made Suyastiri YP.
ABSTRACT
The aims of this study were 1) to analyze the effect of price, brand image, product
quality, service quality, emotional and cost on consumer satisfaction of Bread Kecik
at Solo Tradition Ganep Bakery Shop. 2) to analyze consumer satisfaction based
on the suitability of the interests and performance on Bread Kecik at Solo Tradition
Ganep Bakery Shop. This research uses a qualitative approach with the type of case
study research, location determination method uses purposive method and
respondent collection method uses accidental sampling. The types of data used are
primary and secondary data, data collection method uses questionnaires,
observations, interviews, and documentation. The analysis technique used is
multiple linear regression and Importance Performance Analysis (IPA). The
showed that price, brand image, product quality, service quality, emotional and
cost had an join effect on consumer satisfaction of Roti Kecik at Solo Tradition
Ganep Bakery Shop, while emotional had no partial effect on consumer satisfaction
of Bread Kecik at Solo Tradition Ganep Bakery Shop. Importance Performance
Analysis (IPA) states that consumers are satisfied based on the suitability of the
interests and performance on Bread Kecik at Solo Tradition Ganep Bakery Shop.
Keywords: price, brand image, product quality, service quality, emotional, cost,
customer satisfaction, Importance Performance Analysis (IPA)

Item Type:	Thesis (Other)
Uncontrolled Keywords:	harga, citra merek, kualitas produk, kualitas pelayanan, emosional, biaya, kepuasan konsumen, Importance Performance Analisys (IPA)
Subjek:	H Social Sciences > HB Economic Theory
Divisions:	x. Faculty of Medicine, Health and Life Sciences > School of Biological Sciences
Depositing User:	Eko Yuli
Date Deposited:	28 Dec 2022 03:28
Last Modified:	28 Dec 2022 03:28
URI:	http://eprints.upnyk.ac.id/id/eprint/32099

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