PENGARUH EKUITAS MEREK, FAKTOR EMOSIONAL, DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN PADA PENGGUNA OPPO SMARTPHONE DI SURAKARTA
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Institusion

IAIN Surakarta

Author

Ekowati, Sri Hariyati
Zakky, Fahma Auliya, SE.,MM

Subject

304 Factors affecting social behavior 

Datestamp

2017-10-12 05:24:33 

Abstract :
ABSTRACT The purpose of this study was to analyse the effect of brand equity, emotional factors and product quality to customer satisfaction on Oppo smartphone users in Surakarta. This research represent quantitatve research with population wasusers of Oppo smartphones in Surakarta. Sampling technique using probability sampling technique with simple random sampling method so that the research samples obtained 75 respondents The dependent variable (y) in this research is customer satisfaction. The independent variables (x) include: brand equity (x1), emotional factor (x2), and product quality (x3) Methods of data analysis using multiple regression analysis. Data processing using SPSS for windows (Stastikal Package for Social Science) version 17.0 The result showed was indicating that there were effect of brand equity,emotional factors and product quality to customer satisfaction on Oppo smartphone users in Surakarta. The result of analysis known that emotional factor variable has more dominant influence than variable of brand equity and product quality to customer satisfaction. Keyword: brand equity, emotional factors, product quality, and customer satisfaction ABSTRAK Tujuan penelitian ini untuk menguji pengaruh ekuitas merek, faktor emosional dan kualitas produk terhadap kepuasan pelanggan pada pengguna Oppo smartphone di Surakarta. Penelitian ini merupakan penelitian kuantitatif dengan populasi adalah pengguna Oppo smartphone di Surakarta. Teknik pengambilan sampel menggunakan teknik probability sampling dengan metode simple random samplingsehingga diperoleh sampel penelitian sebanyak 75 responden. Variabel dependen (y) dalam penelitian ini adalahkepuasan pelanggan. Variabel independen (x) meliputi: ekuitas merek (x1), faktor emosional (x2), dan kualitas produk (x3) Metode analisis data menggunakan analisis regresi berganda. Pengolahan data menggunakan program SPSS for windows (Stastikal Package for Social Science) versi 17.0. Hasil penelitian menunjukkan bahwa ada pengaruh signifikan padaekuitas merek, faktor emosional dan kualitas produk terhadap kepuasan pelanggan pada pengguna Oppo smartphone di Surakarta. Hasil analisis diketahui variabel faktor emosional mempunyai pengaruh lebih dominan dibandingkan variabel ekuitas merek dan kualitas produk terhadap kepuasan pelanggan. Kata kunci : ekuitas merek, faktor emosional, kualitas produk, dan kepuasan pelanggan 

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