CD Skripsi

Pengaruh Brand Association Dan Kualitas Produk Terhadap Kepuasan Konsumen Makanan Cepat Saji Pada Kfc Soebrantas Pekanbaru

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This study aims to determine and analyze the effect of brand associations (X1) and product quality (X2) on fast food consumer satisfaction (Y) at KFC Soebrantas Pekanbaru. The research data was generated based on a questionnaire distributed to KFC Soebrantas Pekanbaru consumers, so the data in this research is primary data. The sample taken as research object was 100 respondents from KFC Soebrantas Pekanbaru consumers. This research method is a quantitative method. Based on the results of partial analysis, Brand Association has a positive effect on Consumer Satisfaction at KFC Soebrantas Pekanbaru. Based on the results of partial analysis, product quality has a positive effect on consumer satisfaction at KFC Soebrantas Pekanbaru. Meanwhile, the F test shows that there is a simultaneous relationship between variables X and Y because the value of Fcount > Ftable. The R Square result is 0.484. This value shows that 48.4% of the Brand Association and Product Quality variables have a positive effect on Consumer Satisfaction at KFC Soebrantas Pekanbaru where the remaining 51.6% is influenced by variables not used in this research.
Keywords : Brand Association. Product Quality, Costumer Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001110030

Penerbit

Pekanbaru : Universitas Riau – FSIPOL – Administrasi Bisnis., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001110030

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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