PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN AC DAIKIN CV CENTRAL ELEKTRO

Roni Kurniawansyah, Marliza Ade Fitri
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Abstract

This study aims to determine the effect of brand image, product quality and price on consumer satisfaction of AC Daikin CV Central Elektro. This type of research uses descriptive quantitative research methods. The population used in this study is the Consumer AC Daikin CV Central Elektro. The number of respondents in this study were 110 people. Methods of data collection using questionnaires and using analytical techniques using multiple linear regression analysis test and hypothesis testing, namely t test and f test. Based on the results of multiple linear regression, the regression equation form Y = 5.265 + 0.297X1 + 0.153X2 + 0.278X3 and the results of the t test and f test of this study can be concluded that Brand Image has a positive and significant effect on consumer satisfaction. Product quality has a positive and significant effect on consumer satisfaction. Price has a positive and significant effect on consumer satisfaction. Brand Image (X_1), Product Quality (X_2) and Price (X3) together have a positive and significant effect on Consumer Satisfaction (Y) on AC Daikin CV Central Elektro.
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品牌形象、产品质量和价格对消费者满意度的影响
本研究旨在探讨AC大金CV中央电器之品牌形象、产品品质与价格对消费者满意度之影响。这种类型的研究使用描述性定量研究方法。在本研究中使用的人群是消费者AC大金CV中央电力公司。本次调查的调查对象为110人。数据收集方法采用问卷调查法,分析方法采用多元线性回归分析检验和假设检验,即t检验和f检验。根据多元线性回归的结果,得到Y = 5.265 + 0.297X1 + 0.153X2 + 0.278X3的回归方程,以及本研究的t检验和f检验的结果,可以得出品牌形象对消费者满意度有正向显著的影响。产品质量对消费者满意度有显著的正向影响。价格对消费者满意度有显著的正向影响。品牌形象(X_1)、产品质量(X_2)和价格(X3)共同对AC大金CV中央电器的消费者满意度(Y)有显著的正向影响。
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