PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUASAN KONSUMEN AIR MINERAL KESEHATAN HEXAGONAL Q TARAS DALAM PERSPEKTIF MANAJEMEN PEMASARAN PENDIDIKAN
(Studi Kasus Di CV Air Mineral Kesehatan Hexagonal Q-Taras Jombang)
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Abstract
This study aims to analyze the influence of product quality, price, and promotion on consumer satisfaction at CV Air Mineral Kesehatan Hexagonal Q-Taras in Jombang. A quantitative approach with a survey method was employed, involving 100 respondents. Data analysis techniques included validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that product quality, price, and promotion have a positive and significant effect on consumer satisfaction, both partially and simultaneously
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References
Ela, D. (2018). Perilaku Konsumen (Perilaku konsumen). Cv Budi Utama, 5 No.(september), 5–299. https://www.academia.edu/37610166/Perilaku_Konsumen_Perilaku_Konsumen_Makalah_Perilaku_Konsumen
Gitosudarmo, H. I. (2014). Manajemen operasi. BPFE.
Hermanto, H., & Nainggolan, N. P. (2020). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan Pada Pt Aneka Tata Niaga. Jurnal Ilmiah Ekonomi Manajemen Jurnal Ilmiah Multi Science, 11(01), 46–57. https://doi.org/10.52657/JIEM.V11I01.1193
Kotler, P. & Keller, K. L. (2013). Manajemen Pemasaran. Jakarta, Erlangga. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9).
Kotler, Philip dan Keller, K. L. (2018). Manajemen Pemasaran. Edisi 12. Jilid 2. In PT Indeks.
Kotler, P., & Amstrong, G. (2015). Principles of Marketing Globa Edition. In IPearson.
Kuncoro, M. (2003). Metode Kuantitatif: Teori dan Aplikasi untuk Bisnis dan Ekonomi. UPP AMP YKPN.
Margawati, C. A. (2020). Pengaruh Persepsi Harga, Kualitas Produk, Lokasi Terhadap Kepuasan Konsumen Dalam Membeli Produk Franchise Burgerstops. IQTISHADequity Jurnal MANAJEMEN, 2(2), 103. https://doi.org/10.51804/iej.v2i2.763
Roselina, M. A., & Niati, A. (2019). ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN KONSUMEN ELSA HIJAB SEMARANG. Solusi, 17(3). https://doi.org/10.26623/slsi.v17i3.1636
Sari Dewi, L. G. P., Edyanto, N., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya, Indonesia. SHS Web of Conferences, 76, 01023. https://doi.org/10.1051/shsconf/20207601023
Sugiyono. (2014). Metode Pelitian Kuantitatif, Kualitatif dan R & D / Sugiyono. In Alfabeta.
Sugiyono, P. D. (2019). Buku sugiyono, metode penelitian kuantitatif kualitatif. In Revista Brasileira de Linguística Aplicada (Vol. 5, Issue 1).
Tjiptono, F. (2015). Strategi Pemasaran Edisi-4, Yogyakarta: Cv. Andi Offset.
Tjiptono, F. (2019). Strategi Pemasaran : Prinsip & Penerapan. https://openlibrary.telkomuniversity.ac.id/home/catalog/id/160773/slug/strategi-pemasaran-prinsip-penerapan.html
Main Article Content
Abstract
This study aims to analyze the influence of product quality, price, and promotion on consumer satisfaction at CV Air Mineral Kesehatan Hexagonal Q-Taras in Jombang. A quantitative approach with a survey method was employed, involving 100 respondents. Data analysis techniques included validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that product quality, price, and promotion have a positive and significant effect on consumer satisfaction, both partially and simultaneously
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Ela, D. (2018). Perilaku Konsumen (Perilaku konsumen). Cv Budi Utama, 5 No.(september), 5–299. https://www.academia.edu/37610166/Perilaku_Konsumen_Perilaku_Konsumen_Makalah_Perilaku_Konsumen
Gitosudarmo, H. I. (2014). Manajemen operasi. BPFE.
Hermanto, H., & Nainggolan, N. P. (2020). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Kepuasan Pelanggan Pada Pt Aneka Tata Niaga. Jurnal Ilmiah Ekonomi Manajemen Jurnal Ilmiah Multi Science, 11(01), 46–57. https://doi.org/10.52657/JIEM.V11I01.1193
Kotler, P. & Keller, K. L. (2013). Manajemen Pemasaran. Jakarta, Erlangga. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9).
Kotler, Philip dan Keller, K. L. (2018). Manajemen Pemasaran. Edisi 12. Jilid 2. In PT Indeks.
Kotler, P., & Amstrong, G. (2015). Principles of Marketing Globa Edition. In IPearson.
Kuncoro, M. (2003). Metode Kuantitatif: Teori dan Aplikasi untuk Bisnis dan Ekonomi. UPP AMP YKPN.
Margawati, C. A. (2020). Pengaruh Persepsi Harga, Kualitas Produk, Lokasi Terhadap Kepuasan Konsumen Dalam Membeli Produk Franchise Burgerstops. IQTISHADequity Jurnal MANAJEMEN, 2(2), 103. https://doi.org/10.51804/iej.v2i2.763
Roselina, M. A., & Niati, A. (2019). ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN KONSUMEN ELSA HIJAB SEMARANG. Solusi, 17(3). https://doi.org/10.26623/slsi.v17i3.1636
Sari Dewi, L. G. P., Edyanto, N., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya, Indonesia. SHS Web of Conferences, 76, 01023. https://doi.org/10.1051/shsconf/20207601023
Sugiyono. (2014). Metode Pelitian Kuantitatif, Kualitatif dan R & D / Sugiyono. In Alfabeta.
Sugiyono, P. D. (2019). Buku sugiyono, metode penelitian kuantitatif kualitatif. In Revista Brasileira de Linguística Aplicada (Vol. 5, Issue 1).
Tjiptono, F. (2015). Strategi Pemasaran Edisi-4, Yogyakarta: Cv. Andi Offset.
Tjiptono, F. (2019). Strategi Pemasaran : Prinsip & Penerapan. https://openlibrary.telkomuniversity.ac.id/home/catalog/id/160773/slug/strategi-pemasaran-prinsip-penerapan.html