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Pengaruh promotion dan product attribute terhadap customer satisfaction Cimory Yoghurt drink dengan buying decision sebagai variabel intervening
Tujuan dari penelitian ini adalah:1) Untuk mengetahui apakah promotion berpengaruh terhadap Customer Satisfaction produk Cimory Yoghurt Drink. 2) Untuk mengetahui apakah product attribue berpengaruh terhadap customer satisfaction produk cimory yoghurt drink. 3) Untuk mengetahui apakah promotion berpengaruh terhadap buying decision. 4) Untuk mengetahui apakah product attribute berpengaruh terhadap buying decision. 5) Untuk mengetahui apakah buying decision berpengaruh terhadap customer satisfaction produk. 6) Untuk mengetahui pengaruh promotion terhadap customer satisfaction melalui buying decision sebagai variabel intervening. 7) Untuk mengetahui pengaruh product attribute terhadap customer satisfaction melalui buying decision sebagai variabel intervening . Metode pengumpulan data menggunakan metode survey dengan instrumen berupa kuesioner. Objek penelitian ini adalah 236 responden yang pernah membeli dan mengonsumsi Cimory Yoghurt Drink. .Analisis data menggunakan Lisrel dan SPSS. Kata kunci: promotion, product attribute,buying decision,customer satisfaction,Cimory Yoghurt Drink..
The purpose of this study are: 1) To know whether promotion affects Customer Satisfaction product Cimory Yoghurt Drink. 2) To know whether the product attribue effect on customer satisfaction product cimory yoghurt drink. 3) To know whether promotion has an effect on buying decision. 4) To know whether the product attribute has an effect on buying decision. 5) To know whether buying decision influences customer satisfaction product. 6) To know influence of promotion to customer satisfaction through buying decision as intervening variable. 7) To know the effect of product attribute to customer satisfaction through buying decision as intervening variable. Methods of data collection using survey method with the instrument of questionnaire. Objek of this research is 236 respondents who had bought and consumed Cimory Yoghurt Drink. Data analysis using Lisrel and SPSS. Keywords: promotion, product attribute, buying decision, customer satisfaction, cimory yoghurt drink.
SS00017174 | SK 17174 | UPT Perpustakaan UNJ (CD.08.2018.003) | Tersedia |
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