Nurahman, Muhammad Fahmi (2024) PENGARUH KUALITAS PRODUK, HARGA DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUASAN PELANGGAN (Survey pada Pelanggan Facial Wash Merek Biore yang Memiliki Akun Tiktok di Kabupaten Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, dan electronic word of mouth terhadap kepuasan pelanggan. Sampel dalam penelitian ini adalah pelanggan facial wash merek Biore yang memiliki akun tiktok di Kabupaten Kuningan. Metode penelitian yang digunakan penulis dalam penelitian ini adalah metode kuantitatif dengan menggunakan kuesioner melalui google form. Jumlah keseluruhan sampel dalam penelitian ini sebanyak 170 responden. Teknik pengumpulan data yang digunakan oleh penulis dalam penelitian ini adalah kuesioner dan pengukurannya menggunakan skala interval, data yang didapat diolah dengan metode analisis regresi linear berganda dengan bantuan aplikasi SPSS versi 26. Pembuktian hipotesis dilakukan dengan menggunakan teknik analisis deskriptif. Hasil penelitian menunjukan bahwa kualitas produk, harga, dan electronic word of mouth baik secara simultan dan parsial berpengaruh positif dan signifikan terhadap kepuasan pelanggan pada produk facial wash merek Biore.
Kata Kunci: Kualitas Produk, Harga, Electronic Word of Mouth, Kepuasan Pelanggan.

This research aims to find out the influence of product quality, price and electronic word of mouth on customer satisfaction. The sample in this research was Biore brand facial wash customers who had TikTok accounts in Kuningan Regency. The research method used by the author in this research is a quantitative method using a questionnaire via Google Form. The total number of samples in this study was 170 respondents. The data collection technique used by the author in this research is a questionnaire and the measurement uses an interval scale. The data obtained is processed using the multiple linear regression analysis method of the SPSS version 26 application. Proving the hypothesis is carried out using descriptive analysis techniques. The research results show that: product quality, price, and electronic word of mouth both simultaneously and partially have a positive and significant effect on customer satisfaction with Biore brand facial wash products.
KeyWords: Product Quality, Price, Electronic Word of Mouth, Customer Satisfaction.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Kata Kunci: Kualitas Produk, Harga, Electronic Word of Mouth, Kepuasan Pelanggan. KeyWords: Product Quality, Price, Electronic Word of Mouth, Customer Satisfaction.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E MUHAMMAD FAHMI NURAHMAN
Date Deposited: 16 Apr 2025 03:27
Last Modified: 16 Apr 2025 03:27
URI: https://rama.uniku.ac.id/id/eprint/1803

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