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All Journal JURNAL PENDIDIKAN TAMBUSAI Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Manajemen Pemasaran dan Perilaku Konsumen Innovative: Journal Of Social Science Research Human Capital Development
Tarigan, Chatarina Yunita
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Human Capital Development

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PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, BRAND IMAGE TERHADAP KEPUASAN PELANGGAN Mediansyah, Muhammad Daffa; Tarigan, Chatarina Yunita
Human Capital Development Vol 12 No 3 (2025): Human Capital Development
Publisher : LPPM Universitas Asa Indonesia

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Abstract

This study aims to determine the influence of product quality, price perception, and brand image on customer satisfaction of Martabak Pecenongan 78 Pinang Ranti branch, East Jakarta. This study uses a quantitative approach with a survey method, where respondents are selected using purposive sampling techniques , namely consumers who have made purchases more than twice. The number of respondents was 100 people. Data were analyzed using multiple linear regression with the help of SPSS 26 software. The results of the study show that product quality and price perception have a positive and significant effect on customer satisfaction. Meanwhile, brand image does not have a significant effect and instead shows the direction of negative influence. Simultaneously, these three variables were able to explain 86.7% of the variation in customer satisfaction. These findings confirm the importance of maintaining product quality and setting competitive prices. Although the brand image has not shown a significant influence, it is still necessary to strengthen the brand image to support positive perception and customer loyalty in the future. This research provides strategic insights for the development of culinary businesses based on customer satisfaction
PENGARUH GAYA HIDUP, CITRA MEREK DAN FREE GIFT TERHADAP KEPUTUSAN PEMBELIAN DI BOOST JUICE BARS SUMMARECON MALL BEKASI Naila, Rosdiana; Tarigan, Chatarina Yunita
Human Capital Development Vol 12 No 3 (2025): Human Capital Development
Publisher : LPPM Universitas Asa Indonesia

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Abstract

The purpose of this research is to analyze the effect of lifestyle, brand image, and free gifts on purchase decisions at Boost Juice Bars Summarecon Mall Bekasi. Using a quantitative approach and accidental sampling of 100 respondents, data were analyzed through multiple linear regression with SPSS 26. Results show that lifestyle and brand image significantly influence purchase decisions, while free gifts do not have a partial effect. However, when tested simultaneously, the three variables showed a significant influence on purchase decisions, indicating that lifestyle, brand image and free gifts have a major impact on shaping consumer purchasing decisions
Co-Authors Cahniati, Carolin Elva Hafizh, Maulana Kesuma, Mahendra Mediansyah, Muhammad Daffa Naila, Rosdiana Santo Sinaga Yuwanna, Indy