Daffa Dhiya Ulhaq, . (2024) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN ONLINE PROMOTION TERHADAP KEPUASAN PELANGGAN PRODUK MIXUE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the influence of product quality, service quality, and online promotion on customer satisfaction with Mixue products. In the era of globalization, competition in the food and beverage industry has become increasingly fierce, including for companies offering bubble tea drinks like Mixue. Data were collected through questionnaires distributed to 317 Mixue customers in various major cities in Indonesia. The analysis methods used include descriptive and inferential analysis to test the research hypotheses. The results show that product quality and service quality have a significant positive effect on customer satisfaction, indicating that high-quality products and good service can substantially increase customer satisfaction. Meanwhile, online promotion also has a positive but not significant effect on customer satisfaction. These findings provide important insights for Mixue's management in formulating more effective marketing strategies to enhance customer satisfaction and loyalty in the future.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910111174] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Prasetyo Hadi] [Penguji 2: Nobelson] |
| Uncontrolled Keywords: | Product Quality, Service Quality, Online Promotion, Customer Satisfaction, Mixue, Marketing Strategy |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | DAFFA DHIYA ULHAQ |
| Date Deposited: | 31 Jul 2024 10:36 |
| Last Modified: | 26 Sep 2024 01:25 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31881 |
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