MEMBANGUN KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN (Studi pada Toko Essy’s Brownies Semarang)

MAGENTA, Djanur and SUGIARTO, Y (2015) MEMBANGUN KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN (Studi pada Toko Essy’s Brownies Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This study aims to determine how much influence the product, price, location, and promotion to the buying decision that can build customer satisfaction in stores Essy's Brownies Semarang. This study uses four independent variables are product, price, location, and promotion, customer satisfaction as the dependent variable and the purchase decision as an intervening variable. The population used in this study is that consumers who had visited the shop Essy's Brownies Semarang. This research method using a non-probability sampling technique with accidental sampling method. Used as a sample of 160 respondents. Data obtained from the questionnaires were then processed and analyzed using multiple regression analysis and analysis of SEM (Structural Equation Modeling) through the AMOS program. The results showed that the product has a positive influence on purchasing decisions; price has a positive influence on purchasing decisions; location has a positive influence on purchasing decision; promotion has a positive influence on purchasing decisions; and purchasing decisions have a positive effect on customer satisfaction.

Item Type:Thesis (Undergraduate)
Additional Information:Product, Price, Location, Promotion, Purchase Decision, Customer Satisfaction
Uncontrolled Keywords:Product, Price, Location, Promotion, Purchase Decision, Customer Satisfaction
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:45435
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:15 Apr 2015 09:44
Last Modified:15 Apr 2015 09:44

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