PENGARUH PERSEPSI HARGA, CITRA MEREK, KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN ROKOK SURYA GUDANG GARAM DI KABUPATEN MAGETAN (STUDI KASUS PADA KEPUASAN KONSUMEN ROKOK SURYA GUDANG GARAM)

Abstract

This study aims to determine the effect of Perceived Price, Brand Image, Product Quality on Surya Cigarette Consumer Satisfaction Salt Warehouse in Magetan Regency. The research method used is a quantitative method, using a sampling technique purposive sampling approach as many as 384 respondents. Collection data was collected through a questionnaire using a Likert scale. Data is processed with SPSS, and using multiple regression analysis, and hypothesis testing. The results of this study indicate that perceived price and brand image have an effect significantly to consumer satisfaction of Surya Gudang cigarette products Salt, product quality has no significant effect on satisfaction Surya Gudang Garam Cigarettes. This shows a decreasing quality Surya Gudang Garam Cigarette Products can affect the increase consumer satisfaction.

Keywords ; Price Perception, Brand Image, Product Quality, Satisfaction Consumer.