R., DANIEL SURYA TURANGGA C. (2019) PENGARUH PERSEPSI HARGA, INOVASI PRODUK, DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN HANDPHONE MEREK OPPO (STUDI PADA MAHASISWA STIE MAHARDHIKA SURABAYA). Diploma thesis, STIE MAHARDHIKA.
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Abstract
This study aims to determine (1) Influence of price perception, product Innovation, and brand image jointly to consumer satisfaction of OPPO brand mobile phone. (2) Influence of price perception, product Innovation, and brand image jointly to consumer satisfaction of OPPO brand mobile phone. This study is categorized in a case study research, with the entire student population of STIE Mahardhika students with a sample of 100 students using OPPO mobile phone. The analysis technique used is multiple linear regression test, F test, and t test. The results showed that (1) Price perception, product innovation, and brand image together influenced consumer satisfaction. (2) Brand image partially have positive effect, while price perception and product innovation has no effect on customer satisfaction.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | price perception, product innovation, brand Image, consumer satisfaction. |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 03 Mar 2020 05:12 |
| Last Modified: | 04 Jan 2023 02:19 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1422 |
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