Pengaruh Emotional Branding dan Service Quality terhadap Kepuasan Konsumen Produk Haus Indonesia

Nur'aini, Hanifah Rani (2025) Pengaruh Emotional Branding dan Service Quality terhadap Kepuasan Konsumen Produk Haus Indonesia. Sarjana (S1) thesis, Universitas Islam 45.

	Text PENDAHULUAN.pdf Download (448kB)
	Text BAB I.pdf Download (385kB)
	Text BAB II.pdf Restricted to Repository staff only Download (403kB) | Request a copy
	Text BAB III.pdf Restricted to Repository staff only Download (361kB) | Request a copy
	Text BAB IV.pdf Restricted to Repository staff only Download (570kB) | Request a copy
	Text BAB V.pdf Download (184kB)
	Text DAFTAR PUSTAKA.pdf Download (209kB)

Abstract

The purpose of this study is to determine the effect of emotional branding and service quality on customer satisfaction with Haus Indonesia. The sample size consisted of 100 respondents and data analysis was conducted using multiple regression analysis with IBM SPSS version 29. The results of the statistical analysis indicated the t-test results showing that the calculated t-value for the emotional branding (X1) is 4.592 > t-table (1.661) with a significance level (0.001 < 0.05), Ho is rejected and Ha is accepted, meaning that emotional branding (X1) has a positive and significant influence on consumer satisfaction with Haus Indonesia products. The t-value for the service quality (X2) is 7.247 > t-table (1.661) with a significance level of (0.01 < 0.05), so Ho is rejected and Ha is accepted, meaning that service quality (X2) has a positive and significant effect on consumer satisfaction with Haus Indonesia products. The R Square between the variables of emotional branding (X1) and service quality (X2) on customer satisfaction (Y) is 91.8%. This means that 91.8% of consumer satisfaction is influenced by emotional branding and service quality. The remaining 8.2% is influenced by other variables outside the scope of this study. Keywords: Emotional Branding; Service Quality; Customer Satisfacion

Actions (login required)

View Item