PENGARUH KERAGAMAN PRODUK TERHADAP KEPUASAN PELANGGAN PADA TOKO MODERN INDOMARET KECAMATAN SUKUN KOTA MALANG
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Published:
May 19, 2015
Keywords:
Keragaman Harga, Keragaman Kualitas, Keragaman Jenis Produk, Keragaman Tampilan Produk, Kepuasan Pelanggan
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh keragaman harga, keragaman kualitas, keragaman jenis produk, keragaman tampilan produk terhadap kepuasan pelanggan. Teknik pengambilan sampel  menggunakan accidental sampling dengan jumlah responden 100 pembeli di Indomaret Kec. Sukun serta teknik menggunakan regresi linier berganda. Hasil analisis menunjukkan variabel persepsi keragaman kualitas produk dan variabel persepsi tampilan produk memiliki pengaruh yang positif dan signifikan terhadap kepuasan pelanggan Indomaret di Kecamatan Sukun Kota Malang. Variabel persepsi keragaman harga produk dan keragaman jenis produk tidak berpengaruh terhadap kepuasan pelanggan Indomaret di Kecamatan Sukun
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How to Cite
Wilujeng, S., & Mudzakkir, M. F. (2015). PENGARUH KERAGAMAN PRODUK TERHADAP KEPUASAN PELANGGAN PADA TOKO MODERN INDOMARET KECAMATAN SUKUN KOTA MALANG. Jurnal Ekonomi Modernisasi, 11(2), 93–107. https://doi.org/10.21067/jem.v11i2.871
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Mowen, J.C., 1988. Beyond Consumer Decision Making. Consumer Marketing, 5(1), pp.15–25.
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