Image of Pengaruh Cita Rasa, Harga, Kualitas Pelayanan Terhadap Kepuasan Konsumen Dan Loyalitas Konsumen Pada Produk Minuman Chatime Di Kota Pekanbaru
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Pengaruh Cita Rasa, Harga, Kualitas Pelayanan Terhadap Kepuasan Konsumen Dan Loyalitas Konsumen Pada Produk Minuman Chatime Di Kota Pekanbaru

This research aims to examine the influence of taste, price, service quality on consumer satisfaction and consumer loyalty to Chatime beverage products in Pekanbaru City. The population in this research is all consumers who have purchased Chatime brand beverage products in Pekanbaru City, the exact number of which is not known. Primary data in this research was obtained from distributing questionnaires as an instrument to prove research results and to test the proposed hypotheses. This research consists of five variables, including Taste (X1), Price (X2), Service Quality (X3), Consumer Satisfaction (Y1) and Consumer Loyalty (Y2). The sample in this study amounted to 108 samples using the Purposive Sampling method. The analysis method in this research uses path analysis with data processing using SPSS (Statistical Package of Social Science) version 23.
Based on the results of the Hypothesis test carried out, the research shows that Taste has a positive and significant effect on Consumer Satisfaction and Consumer Loyalty. Price has a positive and significant effect on Consumer Satisfaction and Consumer Loyalty. Service Quality has a positive and significant effect on Consumer Satisfaction and Consumer Loyalty. Consumer Satisfaction has a positive and significant effect on Consumer Loyalty. And Consumer Satisfaction is able to mediate the influence of Taste and Service Quality on Consumer Loyalty, but Consumer Satisfaction is not able to mediate the influence of Price on Loyalty.

Keywords: Taste, Price, Service Quality, Consumer Satisfaction, Consumer Loyalty

Ketersediaan
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Perpustakaan Universitas Riau 1702122923
1702122923
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
1702122923
Penerbit
Pekanbaru : Universitas Riau - FEB - Manajemen.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
1702122923
Tipe Isi
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Tipe Media
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Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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