PENGARUH KUALITAS PRODUK, MEREK DAN HARGA TERHADAP KEPUASAN PELANGGAN MOTOR MATIC YAMAHA DI KECAMATAN PLAJU PALEMBANG

H. Risky Febrian, Diah Isnaini Asiati, Yudha Mahrom DS

Abstract


Samsul Yahya / 212017029 / 2021 / The Effects of Product Quality, Brand, and Price on Customer Satisfaction of Yamaha Matic Motorcycles in Plaju District Palembang. The formulation of the problem in this study was to find out whether was there an effect of product quality, brand, and price on customer satisfaction of Yamaha matic motorcycles in Plaju District Palembang. This study aimed to determine the effect of product quality, brand, and price on customer satisfaction of Yamaha matic motorcycles in Plaju District Palembang. This type of research was associative. Variables were product quality, brand, and price which were associated with customer satisfaction. The population in this research was the society in Plaju District who were infinite and the sample was determined as many as 100 people who were taken by purposive sampling technique. The data in this study were primary data with data collection techniques through questionnaires. Furthermore, the data analysis technique used quantitative qualitative analysis and multiple linear regression analysis. The results of this study indicated that product quality, brand, and price simultaneously and significantly gave an effect on customer satisfaction Yamaha matic motorcycles. In a partial test, the variables of product quality and price had a positive and significant effect on customer satisfaction of Yamaha matic motorcycles in Plaju District Palembang, while brand variables had no significant effect on customer satisfaction of Yamaha matic motorcycles in Plaju District Palembang. 

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Journal of Applied Management & Entrepreneurship is published by Management Studies Program, Faculty of Economics and Business, Muhammadiyah University of Palembang. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


 

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