Pengaruh Citra Merek, Kualitas Produk, Dan Promosi Terhadap Kepuasan Konsumen (Studi Pada Kedai Susu Mom Milk Di Solo)

摘要

The research was carried out in shops Moo Dairy Milk in Solo in order toudknow the influence of brand image on consumer satisfaction, determine the effectudof product quality to customer satisfaction and know the effect of promotions onudconsumer satisfaction.udThe research method uses the entire consumer population MomMilkdi SoloudCoffee Milk, with a sample size of 100 responden.Metode data retrieval gaveudquestionnaires to consumers. Analysis Tools used: 1) Test Instruments (TestudValidity and reliability), 2) Classical Assumption Test (Normality Test, TestudMulticolinearity and Test Heteroskidastity), 3) Test the hypothesis (multiple linearudregression analysis, t-test, F and R2udThe results of data analysis can be obtained as follows: 1) states that theudvariable Brand (X1), Product Quality variable (X2), variable Promotion (X3) hasudan effect on positive and significant consumer satisfaction. 2) Based on t testudshowed that the value of the results of tcount variable Brand Image of 2,109, theudvariable quality of the product amounted to 3.131 and variable promotions byud3,904 and the value table = 1.985, this means that thitung> t table then Ho isudrejected so that there is a significant effect of brand image, product quality andudpromotion of consumer satisfaction individually. 3) Test F shows the valueudFhitung 15.182, that number means Fhitung greater than F table so thatudsimultaneous variable Brand Image, Product Quality and Promotion significantlyudinfluence consumer satisfaction satisfaction. 4) Test (R2) is 0,322berarti BrandudImage variable, variable Quality Products, Promotional variable affects customerudsatisfaction at Coffee Milk Mommilk 32.2% and 67.8% is explained by factors orudother variables outside the model.ududKeywords: Brand, Quality Products, Promotions and Customer Satisfaction