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Journal : Jurnal Ecoment Global: Kajian Bisnis dan Manajemen

ANALISIS CITRA MEREK, HARGA, PELAYANAN, DAN PROMOSI TERHADAP KEPUASAN KONSUMEN DI KOTA PALEMBANG (STUDI KASUS KONSUMEN GRAB) Kurniawan, Muhammad; Hildayanti, Siti Komariah
Jurnal Ecoment Global Vol. 4 No. 2 (2019): Edisi Agustus 2019
Publisher : Universitas Indo Global Mandiri Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (704.104 KB) | DOI: 10.35908/jeg.v4i2.757

Abstract

This research is entitled Analysis of Brand Image, Price, Service, and Promotion of Consumer Satisfaction in Palembang City (Consumer Case Study of Grab) Palembang. The purpose of this study is to find out the effect of Brand Image, Price, Service, and Promotion together and partially on Consumer Satisfaction as well as to determine the effect of variables that have the most significant effect on Grab Palembang Customer Satisfaction. This research method uses the multiple regresssion model method which is a research design that will reveal the collective influence of the independent variable on one dependent variable. The data used are primary data and secondary data collected through questionnaires and data from Grab consumers directly. The total population is 3262 respondents and the sample is 256 respondents from consumers who use services from Grab. The results of the study show that the Consumer Decision partially has three influential variables, namely Price, Service, and Temporary Promotion Brand Image is not too influential on Consumer Satisfaction. Meanwhile, simultaneously the four variables have a significant influence on customer satisfaction Grab Palembang. This is evidenced by regression analysis on variables Brand Image, Price, Service, and Promotion.Keywords: Marketing Mix, Brand Image, Price, Service, Promotion, Consumer Satisfaction.
Co-Authors Abdul Khair Adelia, Mela Adie Kurbani Aditami, Fakikha Aditya Dwi Putra Agung Sih Kurnianto Agus Kurniawan Agus Muldiyanto, Agus Agus Mulyani ahmad habibi Ahmad Junaidi Ahmad MAULANA Ahmad Syukri Akbar, Andi Alif Akbariansyah, Akbariansyah Akhmad Mansyur, Akhmad Akila Akila, Akila Al Irsad, Muhammad Afif Amalia, Rahma Amelia Amelia AN, Alfun Dhiya Andi Irwan Nur, Andi Irwan Andriyani, Rizki Anik Setyo Wahyuningsih Annisa, Rahmatul Izzah Anriyani, Yuyun Aprizal Fikri Ar-Royyan Ramly Arif Mohammad Siddiq Asham Bin Jamaluddin Asriani Asriani, Asriani asya, Falakh izat Aulia, Dzacky aulia, zahara Badriyah, Hasna Baehaqi, B Bayu Hardiono Brafianto, Dary Rafi Budisantoso Wirjodirdjo Cahya, Dea Dwi Cahyo Seftyono Caniago, Adidtiya Caniago, Adidtiya Putra Citra Etika Daniarso, Indra Purnama Desta Septa Liana Dian, Faizal Dina Sri Nindiati Dinanda, Firmansyah Dwi Saputro, Wahyu Dwijaningtyas, Srinata Edduar Hendri, Edduar Edi Kurniawan Erdiansyah Erike Anggraeni Ermini Ermini Ersi Sisdianto Eva, Eva Evi Ekawati Evi Widowati Fadhillah, Fadhillah Falinda, Monica Firmansyah, Puji Gazali, Akhmad Gustika Nurmalia Handayani, Nur Fitri Hantari, Indiarti Amrih Hapsari, Roro Retno Sri Haque, Gabriel Harus Laksana Guntur Hasanah , Rini Nur Heni Noviarita Hidayat, Muhammad Farid Himawari, Waseda Ifa, Khoirum Rodhiatul Imam Robandi Imam, Muhammad Taufik Imron, Khafit Imsar, Imsar Indri Rahmawati Ingwar, Rafly Irwan Irwan Is Susanto Jefrianto, Muhammad Joni Iswan Julius, Kadir Khafiah, Lastri Kholiq, Mu’amalatul Kholiq, Mu’amalatul Kholiq, Nur Komala Sari Krisna, Krisna Kristianto, Aditia Dwi Kurbani, Adie Latuconsina, Rio Irawan Ma'rifah, Siti Khainifatun Ma'rifah, Siti Khanifatun Maliah Maliah, Maliah Marini Mariska, Nia Maulana, Abdul Aziz Ma’arif, M. Samsul Ma’rifah, Siti Khainifatun Ma’rifah, Siti Khanifatun Mia Selvina Mucharif, Toat Muchyiddin, Muhammad Imam Mudjiastuti Handajani Muhammad Fauzi Muhammad Kautsar, Muhammad Muhammad Ruswandi Djalal Muhammad Wildan Muhiddin Palennari Mursalin . Muslikah, Aliyah Mutiasari Nur Wulan Nafi'ah, Fadila Nurun Natha, Kanidra Ni Ketut Aryani Ninin Non Ayu Salmah, Ninin Non Ayu Nisa’ Ulul Mafra nisye frisca andini, nisye frisca Normasyhuri, Khavid Nurhamidah Nurhamidah Nurkardina Novalia Nurul Wahidah Oktanira, Celsi Perdana, Baratadewa Sakti Perdana, M. Ridho Pradipta, Doni Prakasa, Mohamad Almas Pramestu, Rilo Abdi Pramudita Wisnu Kusuma, Tri Atmaja Pratiwi, Nathania Pratiwi, Palupi Pratiwi, Risya Hidayani Pratomo, Dimas Pujianti, Eva Purjianto Purwanti, Epi Putera, M. Luthfi Setiarno Putra, Riki Wanda Rachmanio, Nicko Rahayu, Octavia Rahma Mutiara Dewi Rahmat, Rahmat Robani Ramadhani, Akhmad Rendy Setiawan Restianita, Oza Rini, Bela Okta Robyardi, Erfan Romansah, Dedi Rony Seto Wibowo Rosida, Yasfi Nur Ro’uf, Muhammad Fatkur Saemayaroh, Saemayaroh Salas, Hagi Julio Salman Al Farisi, Salman Santi Puspita Santoso, Dimas Budi Sari, Dita Indah Sejati, Dhimas Ilham Septiana, Eka Sidiq, Azwar Simanjuntak, Muhammad Rasyid Ridho Siti Komariah Hildayanti, Siti Komariah SN Nurul Makiyah Soltana Guesmi Suci Novia Rahmadani Suhada Suhada, Suhada Sulistiyowati, Hari Sulistyani, Ummi Nur Laila Sundari Suryandari, Galuh Suryani, Lena Susanto, Is Syarif, Hazas Tahta Rajani Tiara, Liensa Tinartayu, Seshy Tiyan, Lucky Totok Sudiyanto, Totok Tri Nurwati Usman, Benny Veronica, Meilin Vicky Saherty Yahya Warohmah, Fiftry Mifthoh Warohmah, Fitry Mifthoh Wati, Asri Widia Wenang, Supriyatiningsih Yanti, Siti Komariah Hilda Yatno, Langan Driansyah Dwi Yatno, Langandriansyah Dwi Yoannisa, Rayhanizar Zathu Restie Utamie Zulham Effendi