ANALISIS PENGARUH HARGA, KERAGAMAN PRODUK, KUALITAS LAYANAN, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN PADA PEMBELIAN ES KRIM

Abstract

Rapidly increasing competition in the ice cream business causes every company in the industry to race in determining the right strategy to win competition, especially strategy that focuses on customer satisfaction. Companies can improve customer satisfaction through several ways. The purpose of this research is to determine and to explain the inf luence of price , product diversity , service quality , and brand image on consumer satisfaction of buying ice cream in Surabaya. The population used in this research are ice cream consumers in Surabaya. Sampling technique used is purposive sampling. Criteria sampling technique in this research are consumers who make purchases of Ice Cream in Surabaya , aged 14 - 35 years and has an intensity of buying ice cream at least t wice in one month i n the period from January 201 5 to March 201 5 as many as 105 respondents . Que stionnaires distributed to 105 respondents, but there was incomplete filling 6 respondents:, Th e total number of respondents as many as 99 respondents. Data col lected by using a questionnaire instrument. Data analysis techniques used in the study is Structural Equation Modelin g ( SEM), with the software Smart PLS ( P artial Least Square ). T hrough the data analysis, the researcher found out the effect that occurs between variables price on cust omer satisfaction of ice cream consumers , product diversity on cust omer satisfaction of ice cream consumers , service quality on cust omer satisfaction of ice cream consumers , and brand image on cust omer satisfaction of ice cream consumers