PENGARUH MEREK DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN PADA TOKO TUPPERWARE DI KOTA BENGKULU

(JEMS) Jurnal Entrepreneur dan Manajemen Sains Pub Date : 2023-01-08 DOI:10.36085/jems.v4i1.4400

Anggun Sugito, Subandrio Subandrio

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引用次数: 1

Abstract

The title of this research is the influence of brand and service quality on customer satisfaction at a Tupperware store in Bengkulu City (Case Study of Tupperware Wholesale Agent Sawah Lebar, Bengkulu City). This research is based on that consumer purchasing decisions are influenced by several factors. These factors are suspected to be brand and service quality. The purpose of this study is to find out whether there is an influence of brand and service quality on customer satisfaction at Tupperware Stores in Bengkulu City. The object of this research is consumers who buy Tupperware products at Tupperware Wholesale Agent Sawah Lebar, Bengkulu City, using accidental technique sampling method. The number of respondents in this study were 75 consumers. Methods of data collection by using a questionnaire. By using multiple linear regression analysis technique, the results of this study can be concluded that the brand variable has a positive and significant effect on customer satisfaction, and service quality has a positive and significant effect on customer satisfaction. Keywords: brand, Service Quality and Customer Satisfaction

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服务品牌和质量对班古鲁特百惠商店顾客满意度的影响

本研究的题目是:品牌和服务质量对Bengkulu市一家特百惠商店顾客满意度的影响(以Bengkulu市特百惠批发代理商Sawah Lebar为例)。本研究是基于消费者的购买决策受到几个因素的影响。这些因素被怀疑是品牌和服务质量。本研究的目的是为了找出品牌和服务质量是否对明库鲁市特百惠商店的顾客满意度有影响。本研究以在Bengkulu市特百惠批发代理Sawah Lebar购买特百惠产品的消费者为研究对象，采用偶然技术抽样法。本次研究的调查对象为75名消费者。通过问卷调查收集数据的方法。通过多元线性回归分析技术，本研究的结果可以得出品牌变量对顾客满意度有正向显著的影响，服务质量对顾客满意度有正向显著的影响。关键词:品牌，服务质量，顾客满意度

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(JEMS) Jurnal Entrepreneur dan Manajemen Sains

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