Ranu Sati Ray, . (2022) ANALISIS KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN (STUDI PADA PRODUK CIMORY DIARY MILK). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze customer satisfaction through a purchase decision on Cimory Diary Milk products. This research is a quantitative research with primary data type. The population in this study were Cimory Diary Milk consumers, the number of respondents in this study was determined by the Lemeshow formula as many as 100 people according to the criteria determined by purposive sampling technique, namely male or female Cimory consumers aged over 15 years. Data was collected by questionnaire through google form. The analytical technique used in this research is descriptive analysis and inferential analysis using PLS 3.2.9 smart software. The results of this study prove that digital marketing has a significant positive effect on purchasing decisions, product quality also has a significant positive effect on purchasing decisions, purchasing decision variables also have a significant positive effect on customer satisfaction. This study also shows that product quality has a significant positive indirect effect on customer satisfaction through purchasing decisions. So it can be concluded that the purchase decision of Cimory Diary Milk has an effect on customer satisfaction.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1810111195] [Pembimbing: Alfatih S. Manggabarani] [Penguji 1: Bernadin Dwi] [Penguji 2: Jenji Gunaedi Argo] |
| Uncontrolled Keywords: | Digital Marketing, Product Quality, Purchase Decision, Customer Satisfaction |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Ranu Sati Ray |
| Date Deposited: | 03 Aug 2022 08:15 |
| Last Modified: | 03 Aug 2022 08:15 |
| URI: | http://repository.upnvj.ac.id/id/eprint/19185 |
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