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All Journal ETNIK : Jurnal Ekonomi dan Teknik
Raja Unggul Saragih, Darwin
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Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Mechanical Engineering

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Pengaruh Kualitas Produk, Promosi Dan Citra Merek Terhadap Kepuasan Pelanggan di Outlet Hokben Ciracas Purnomosidi, Irvan; Raja Unggul Saragih, Darwin
Jurnal Etnik: Ekonomi-Teknik Vol 2 No 9 (2023): ETNIK : Jurnal Ekonomi dan Teknik
Publisher : Rifa'Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54543/etnik.v2i9.208

Abstract

This study aims to analyze the influence of product quality, promotion, and brand image on customer satisfaction at Hokben Ciracas outlets. This study used a Likert scale with 100 respondents to measure relation among variables. The data were collected and processed with SPSS v.26 software and analyzed. The analysis result showed that product quality has a positive and significant effect on customer satisfaction, promotion has a positive and significant impact on customer satisfaction, and brand image has a positive and significant influence on customer satisfaction. In addition, it was also found that the three variables, namely product quality, promotion, and brand image, simultaneous have a positive effect on customer satisfaction. And these results can be the basis for improving marketing strategies and customer service quality in the restaurant industry in the future.
Co-Authors Purnomosidi, Irvan