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Pengaruh Citra Merek dan Produk terhadap Kepuasan Pelanggan Serta Kesediaan untuk Membayar pada Coffee Bean di Surabaya

Budi, Indra Setya (2017) Pengaruh Citra Merek dan Produk terhadap Kepuasan Pelanggan Serta Kesediaan untuk Membayar pada Coffee Bean di Surabaya. Masters thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this research was to determine factors influencing willingness to pay on Coffee Bean’s customers. There are four constructs compiled into a structural model to explain willingness to pay level of Coffee Bean, i.e. brand image, product, customer satisfaction, and willingness to pay. Data collection used convenience sampling method by randomly taking all customers that purchase Coffee Bean at Supermall Pakuwon Surabaya. There are 200 respondents would be analyzed in this research. The method analysis used in this research is partial least square (PLS) using the program WarpPLS 5.0. The results showed that the overall proposed hypothesis was accepted except one hypothesis relationship between product to willingness to pay had no significant relationship. The limitation and suggestions for Coffee Bean as Coffee producer were also discussed at the end of this research. Keywords :Brand Image, Product, Customer Satisfaction, Willingness to Pay

Item Type: Thesis (Masters)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.15 - FINANCIAL MANAGEMENT
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Magister of Management
Depositing User: Magang Magang
Date Deposited: 23 Dec 2019 02:54
Last Modified: 05 Feb 2021 03:06
URI: http://eprints.perbanas.ac.id/id/eprint/5743

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