Published: 2024-04-01

Pengaruh Kualitas Produk, Harga dan Brand Image terhadap Kepuasan Konsumen Batik Iskandartex Surakarta

DOI: 10.35870/jemsi.v10i2.2124

Awis Putri Hidayati, Destina Paningrum, Annisa Indah Mutiasari
  • Awis Putri Hidayati: Universitas Sahid Surakarta , Indonesia . image/svg+xml
  • Destina Paningrum: Universitas Sahid Surakarta , Indonesia . image/svg+xml
  • Annisa Indah Mutiasari: Universitas Sahid Surakarta , Indonesia . image/svg+xml
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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga dan brand image terhadap kepuasan konsumen Batik Iskandartex Surakarta, baik secara parsial maupun simultan. Penelitian ini dilakukan dengan metode deskriptif kuantitatif. Sampel dalam penelitian ini berjumlah 171 responden, dengan teknik probability sampling, menggunakan software SPSS versi 25. Metode analisis yang digunakan adalah analisis regresi linear berganda. Hasil penelitian secara parsial menunjukkan variabel kualitas produk, harga dan brand image berpengaruh positif dan signifikan terhadap kepuasan konsumen Batik Iskandartex Surakarta. Penelitian ini hasil Adjusted R Square dibuktikan sebesar 56,7% sementara sisanya 43,3% dapat dijelaskan oleh variabel lain seperti promosi media sosial, kualitas pelayanan dan lain-lain. Penelitian uji simultan bahwa kualitas produk, harga dan brand image berpengaruh positif dan signifikan terhadap kepuasan konsumen Batik Iskandartex Surakarta.


 

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Hidayati, A. P., Destina Paningrum, & Annisa Indah Mutiasari. (2024). Pengaruh Kualitas Produk, Harga dan Brand Image terhadap Kepuasan Konsumen Batik Iskandartex Surakarta. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2). https://doi.org/10.35870/jemsi.v10i2.2124
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 2 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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