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Title: Influence Of Sales Promotion, Brand Image And Product Quality Toward Customer Satisfaction
Authors: Radit Dwi Hadyan
Advisors: Ade Suherlan
Yunia Silvia Sesunan
Keywords: Sales Promotion;Customer Satisfaction;Product Quality;Brand Image
Issue Date: 9-May-2016
Publisher: Jakarta: Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta
Abstract: The purpose of this research is to analyze the influence of sales promotion, brand image, and product quality toward customer satisfaction at KYT helmet user on Ciputat. This type of research is quantitative. The data source of this research is the primary data by sampling KYT helmet user using Purposive sampling with 100 respondents of helm KYT user. The method of this research is multiple linear regression. Based on the results of analysis and discussion of the resulting data which includes the influence of sales, brand image and product quality to customer satisfaction showed that: (1) sales promotion significantly influence on customer satisfaction directly (2) brand image significantly influence on customer satisfaction directly (3) product quality significantly influence on customer satisfaction directly. Based on the result of F test variable sales promotion, brand image and product quality has significant influence simultaneously on process of customer satisfaction. The most dominant variable is the variable product quality where t test is highest among other variables.
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