ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUASAN KONSUMEN PRODUKSERABI DI KOTA SURAKARTA (STUDI KASUS PADA KONSUMEN SRABI NOTOSUMAN)

Abstract

Abstract :This research aims to analyze the influence of brand image, product quality, and price to customer satisfaction of serabi products in Surakarta City (Case Study on Consumer Srabi Notosuman). The basic method used in this study is descriptive analysis. The method of determining the location in this study is purposive (deliberate). Determination of samples using accidental sampling method, which the researcher determines the sample based on spontaneity factor. The number of samples taken is 100 respondents. The analytical method used is multiple linear regression analysis. The result of multiple linear regression analysis shows that three independent variables in the form of brand image, product quality, and price influence the customer satisfaction of pancake product offered by Srabi Notosuman simultaneously and partially. Two  additionalindependent variables in the form of age and income also proved to affect consumer satisfaction of pancake products offered by Srabi Notosuman. Price variable is the most dominant independent variables affect customer satisfaction product serabi when compared with other independent variables.

Keywords : Consumer Satisfaction, Multiple Linear regression Analysis, Serabi