ANALISIS PENGARUH CITRA MEREK, PROMOSI, KULITAS PELAYANAN DAN KEPERCAYAN TERHADAP KEPUASAN KONSUMEN DI PT EVEREST ELECTRONIC KECAMATAN PINANG CILEDUG TANGERANG

(Periode Penelitian September - November 2017)

Abstract

             The development of Electronic in Indonesia is growing rapidly. Increased consumer fast enough one of them happened to the user AC. One of the economic activities that can grow along with the increase of air conditioning usage is PT Everest Electronic. The sample in this research is 980 customers who make repair and purchase air conditioner in PT Everest Electronic. The sampling technique used in this research is probability sampling using Simple Random Sampling method. The research instrument used as a measuring instrument in research. Results of respondents' answers to the questionnaire given then processed using Microsoft Excel 2007 software and software SPSS 19.0. The result of multiple linear regression analysis: Consumer Satisfaction (Y) = 3,952 + 0,509 Brand Image (X1) + Promotion 0,243 (X2) + 0,297 Service Quality (X3) + Trust 0,163 (X4) and Coefficient of determination Adjusted R Square obtained 0.525 means 52.5% Customer Satisfaction is influenced by Brand Image (X1), Promotion (X2), Service Quality (X3), and Trust (X4) while the rest of 47,5% is influenced by other factors not included in research this. Conclusions from the results of research according to consumers of the four independent variables (Influence Brand Image, Promotion, Service Quality and Trust) are considered important as a determinant of customer satisfaction in PT Everest Electronic Ciledug.