Menilai Kepuasan Pelanggan Kopi Arabika Specialty PT. Oro Kopi Gayo Melalui Harga, Kualitas Pelayanan, Dan Citra Merek

Bambang Bambang, Ansari Ansari

Abstract


Penelitian ini bertujuan untukmengetahui pengaruh harga, kualitas pelayanan dan citra merek terhadap kepuasan pelanggan dengan populasi penelitian yang terdiri atas objek/subjek yang mempunyai kualitas dan karaktristik yang tidak terbatas (infinete) yang ditetapkan oleh peneliti untuk dipelajari dan ditarik kesimpulannya sebanyak 160 kuisioner. Penelitian ini menggunakan data primer dan sekunder, data ini di kumpulkan dan dianalisis menggunakan ibm spss 22.0 dan struktural equation modeling. Teknik  Teknik korelasi pearson product moment digunakan untuk menetapkan kekuatan dan signifikansi hubungan antara harga,kualitas pelayanan, citra merek dan kepuasan pelanggan perusahaan PT. Oro Kopi Gayo. Teknik analisi yang digunakan adalah struktural equation modeling dengan program Amos 22.0  dan hasil dari penelitian ini menunjukkan bahwa ada pengaruah dan hubungan antara harga, kualitas pelayanan dan citra merek terhadap kepuasan pelanggan perusahaan PT. Oro Kopi Gayo.


Keywords


harga, kualitas pelayanan, citra merek dan kepuasan konsumen

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DOI: https://doi.org/10.26905/jbm.v7i2.4701

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