M RIFKI RIDWANULLAH - 66160018 Primary Author Wulan Yuliyana, S.Ip, M.M (Pembimbing) Editor mixed material bibliography 2020/2021 id Indonesia

Skripsi

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh in-store display dan persepsi luxury brand terhadap kepuasan konsumen Europe Enchanting di Galleria Bangunan Jaya Bandung. Sampel yang digunakan dalam penelitian ini adalah 100 responden dengan teknik non probability sampling. Data yang telah diperoleh kemudian diolah dengan menggunakan SPSS versi 22 dan teknik analisis data menggunakan uji asumsi klasik, analisis regresi linier berganda, analisis korelasi berganda, dan analisis koefisien determinasi. Hasil analisis pada Uji T menunjukkan bahwa in-store display berpengaruh positif namun tidak signifikan terhadap kepuasan konsumen. Sedangkan persepsi luxury brand berpengaruh positif dan signifikan terhadap kepuasan konsumen. Hasil analisis pada Uji F instore display dan persepsi luxury brand secara simultan berpengaruh terhadap kepuasan konsumen Europe Enchanting di Galleria Bangunan Jaya Bandung sebesar 61,8% sisanya yaitu 38,2% dipengaruhi oleh faktor lain yang tidak diteliti. ABSTRACT This study aims to determine the effect of in-store displays and perceptions of luxury brands on Europe Enchanting’s consumer satisfaction at Galleria Bangunan Jaya Bandung. The sample used in this study were 100 respondents with a non probability sampling technique. The data that has been obtained are then processed using SPSS version 22 and data analysis techniques using the classical assumption test, multiple linear regression analysis, multiple correlation analysis, and analysis of the coefficient of determination. The results of the analysis on the T test show that in-store displays have a positive but insignificant effect on customer satisfaction. Meanwhile, the perception of luxury brand has a positive and significant effect on consumer satisfaction. The results of the analysis on the F test in-store display and the perception of luxury brand simultaneously affect consumer satisfaction. Europe Enchanting at Galleria Bangunan Jaya Bandung is 61.8%, the remaining 38.2% is influenced by other factors not examined In-Store Display Persepsi Luxury Brand Kepuasan Konsumen NONE Digital Library ARS University Perpustakan Online ARS University 040/S1.MJ.SKP/2020-2021 S02254K Manajemen 040/S1.MJ.SKP/2020-2021 Hal Depan Bab 1 Bab 3 Bab 5 DAFTAR PUSTAKA Lampiran Screenshot_2023-03-10_142516.png.png 7102 2023-03-10 14:26:39 2023-03-10 14:27:17 machine generated