KUALITAS PRODUK, PERSEPSI HARGA DAN KEPERCAYAAN MEREK TERHADAP KEPUASAN PELANGGAN DI KOPI KENANGAN MARGONDA DEPOK
DOI:
https://doi.org/10.65096/pmb.v1i3.682Keywords:
Kualitas Produk, Persepsi Harga, Kepercayaan Merek, Kepuasan PelangganAbstract
Tujuan penelitian ini untuk menguji hubungan antara kualitas produk, persepsi harga dan kepercayaan merek terhadap kepuasaan pelanggan. Penelitian ini berfokus pada pemahaman tentang bagaimana faktor-faktor tersebut berinteraksi dan memengaruhi kepuasan pelanggan secara keseluruhan terhadap kualitas produk, persepsi harga dan kepercayaan merek. Metode pengujian dilakukan melalui deskriptif kuantitatif, yaitu menyebarkan kuesioner ke 100 pelanggan Kopi Kenangan Margonda yang sudah membeli sebanyak di atas dua kali. Purposive sampling adalah metode pengambilan sampel yang digunakan dengan 100 responden. Data tersebut telah melalui uji validitas dan reliabilitas sebelum dipublikasikan. Penelitian ini menyatakan, kepercayaan merek memiliki nilai t sebesar 5,693, persepsi harga memiliki nilai t sebesar 4,408, dan kualitas produk memiliki nilai t sebesar 3,004 yang mempengaruhi kepuasaan pelanggan
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