PENGARUH KUALITAS PRODUK, CITRA MEREK, PROMOSI, DAN HARGA TERHADAP KEPUASAN KONSUMEN TOYOTA AVANZA VELOZ

Abstract

Consumer satisfaction can be achieved by improving product quality, brand image, price, and promotion purpose of this study was to determine the effect of product quality, brand image, promotion and price, to consumer satisfaction. This research was conducted with a purposive sampling method with the following criteria: a) It is the people who live in Semarang and surrounding areas; b.) is the Toyota Avanza Veloz. The sample in this study were 100 respondents. Then analyzing the data obtained, including validity, reliability, test the coefficient of determination (R2), F test, and test hypotheses (T test). These results indicate that the quality of the products (quality of product) positive and significant impact on customer satisfaction, meaning that the higher the quality of the product will increase consumer satisfaction. Brand image (brand image) positive and significant impact on customer satisfaction, brand image means the better the customer satisfaction will increase. Promotion (promotion) positive and significant impact on customer satisfaction, which means that the effective promotion is done it will increase consumer satisfaction. Price (price) positive and significant impact on customer satisfaction, means the better the perceived price of the respondent, customer satisfaction will increase

Keywords: Quality Product, Brand Image, Promotion, Price and Customer Satisfaction