Analisis Peran Service Quality dan Brand Awareness dalam Meningkatkan Consumer Satisfaction pada Industri Ritel Food & Beverage (Studi Kasus Foodpedia)

Authors

  • Hendy Tannady Universitas Multimedia Nusantara
  • Aditya Wardhana Universitas Telkom
  • Arief Nuryana Universitas Mercubuana Yogyakarta
  • Revi Sesario Politeknik Negeri Pontianak
  • Ilham Arief STIKes Widya Dharma Husada
  • Ryan Firdiansyah Suryawan Sekolah Tinggi Penerbangan Aviasi
  • Nurjannah Bando Politeknik Pertanian Negeri Pangkep
  • Moch Arif Hernawan ITL Trisakti

DOI:

https://doi.org/10.31316/jk.v6i3.3929

Abstract

Abstrak

Tujuan dari penelitian ini adalah untuk mengetahui adakah pengaruh Brand Awareness dan Kualitas Pelayanan Terhadap Kepuasan Konsumen. Penelitian menggunakan pendekatan kuantitatif dengan metode teknik purposive sampling dan sampel penelitian konsumen foodpedia sebanyak 155 responden. Hasil penelitian menunjukkan bahwa terdapat pengaruh kualitas pelayanan terhadap Kepuasan konsumen dan tidak terdapat pengaruh Brand Awareness terhadap kepuasan konsumen.

Kata Kunci: Brand Awareness, Kualitas Pelayanan, Kepuasan Konsumen

 

Abstract

The purpose of this study is to determine whether there is an effect of Brand Awareness and Service Quality on Consumer Satisfaction. This research uses a quantitative approach with purposive sampling technique method and sample of this study is 155 respondents of consumer Foodpedia. The result of this approach that the service quality partially can influenced customer satisfaction and Brand Awareness partially can not influenced customer satisfaction.

Keywords: Brand Awareness, Service Quality, Consumer Satisfaction

References

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Published

2022-09-02

Issue

Vol. 6 No. 3 (2022): October 2022

Section

Articles

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Copyright (c) 2022 Hendy Tannady, Aditya Wardhana, Arief Nuryana, Revi Sesario, Ilham Arief, Ryan Firdiansyah Suryawan, Nurjannah Bando, Moch Arif Hernawan

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