ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN (STUDI KASUS PADA CELANA BOXER MEREK ASWINKEL JALAN PALAGAN SARIHARJO, NGAGLIK, SLEMAN YOGYAKARTA

Andri Hasan, Rini Susilawati

Abstract


Abstract

Research entitled "Analysis of Factors Affecting Consumer Satisfaction (Case Study on Aswinkel Brand Boxer Briefs Jalan Palagan Sariharjo, Ngaglik, Sleman Yogyakarta" Using the independent variables Price (X1), Promotion (X2), Service (X3) and Product Quality ( X4) which affects the consumer satisfaction of the Aswinkel brand boxer shorts, while the dependent variable is Satisfaction (Y). This research is in the category of descriptive research which describes the results of research on problems in the form of current facts from a population. The aim is to test hypothesis or answer questions related to the current status of the subjects studied.
The results showed that the price factor had an effect on tcount greater than ttable (2,616>1,984), promotion factor with tcount greater than ttable(7,436>1,984).
Product quality factor with the results of tcount greater than ttable(10.303>1.984). Simultaneously, the results of the ANOVA table can be seen that the value of Fcount is greater than Ftable (27.148>3.089). The variable that has the greatest influence on consumer satisfaction is the service variable, with tcount greater than ttable (10.303>1.984), so this variable must be maintained. While the variable with the lowest influence is the price variable with tcount greater than ttable (2,616>1,984),

Keywords : Satisfaction, price, promotion, product quality, service

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