| dc.contributor.author | Limawan, Yonathan | |
| dc.date.accessioned | 2023-03-31T08:32:32Z | |
| dc.date.available | 2023-03-31T08:32:32Z | |
| dc.date.issued | 2021-05-30 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/6207 | |
| dc.description | Globalization has important role in world economy, especially coffee business in Indonesia which has become community lifestyle. The effort to face competition that is done by entrepreneurs making strategy related to perceived value, price and packaging. This thing is intended to increase customer satisfaction and loyalty toward the product. One of the startups that runs in coffee field is Tropical Coffee. Tropical Coffee is an innovative coffee product with herbal ingredients that are safe to be consumed for customers who get cholesterol, ulcers and diarrhea.
This research is done to find out the effect of perceived value, perceived price and packaging on customer satisfaction of Tropical Coffee. The method that is used in this research uses quantitative method with multiple linear regression analysis. Data collection is done using questionnaire instrument. Questionnaire distribution is done towards 89 respondents who are Tropical Coffee customers with purposive sampling method. There are three variables in this research, that is, perceived value (X1), perceived price (X2), packaging (X3) and customer satisfaction (Y). The result of this research indicates that perceived value, packaging (X3) affect significant on customer satisfaction. | en_US |
| dc.description.abstract | Globalisasi memiliki peran penting di dalam perekonomian dunia, khususnya bisnis kopi di Indonesia yang telah menjadi life style masyarakat. Upaya untuk menghadapi persaingan dilakukan para pebisnis dalam membuat strategi terkait percevied value, harga dan kemasan. Hal in ditujukan demi meningkatkan kepuasan pelanggan dan loyalitasnya terhadap produk. Salah satu startup yang bergerak di bidang kopi adalah Tropical Coffee. Tropical Coffee adalah inovasi produk kopi dengan bahan herbal yang aman dikonsumsi bagi pelanggan penderita kolestrol, maag dan diare.
Penelitian ini dilakukan untuk mengetahui Pengaruh Perceived Value, Persepsi Harga dan Kemasan Terhadap Kepuasan Pelanggan Tropical Coffee. Metode yang dilakukan dalam penelitian in menggunakan metode kuantitatif dengan analisis regresi linear berganda.
Pengumpulan data yang dilakukan menggunakan instrument kuisoner. Penyebaran kuisoner dilakukan terhadap 89 responden yang merupakan pelanggan Tropical Coffee dengan metode purposive sampling. Variabel dalam penelitian in ada 3 yaitu: perceived value (X1), persepsi harga (X2), kemasan (X3) dan kepuasan pelanggan (Y) Hasil dari penelitian ini menunjukan bahwa perceived value, persepsi harga dan kemasan (X3) berpengaruh signifikan terhadap kepuasan pelanggan | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | perceived value | en_US |
| dc.subject | persepsi harga | en_US |
| dc.subject | kemasan | en_US |
| dc.subject | kepuasan pelanggan | en_US |
| dc.subject | perceived price | en_US |
| dc.subject | packaging | en_US |
| dc.subject | customer satisfaction | en_US |
| dc.title | PENGARUH PERCEIVED VALUE, PERSEPSI HARGA PRODUK DAN KEMASAN TERHADAP KEPUASAN PELANGGAN TROPICAL COFFEE | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10117286 | |
| dc.identifier.dosenpembimbing | I Gusti Bagus Yosia Wiryakusuma | |
