Diliano M.A., Yohanes (2024) Pengaruh Citra Merek dan Harga Terhadap Kepuasan Pelanggan MC Donald’s. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine the effect of brand image and price on McDonald's customersatisfaction with a questionnaire and distributed to respondents via Google form with aLikert scale of 1-5 with a total of 18 statement items. The population in this study werestudents of the Faculty of Economics and Business Management Study Program Class of2019, Merdeka University, Malang. The sampling technique is saturated sampling orcensus using 55 respondents, namely consumers who have purchased McDonald's. Afterthe data is collected then perform data analysis techniques. The data analysis techniqueuses multiple linear regression with the help of SPSS 22. The results of this study indicatethat the Brand Image variable (X1) has a positive and significant effect on McDonald'scustomer satisfaction based on the results of the t-test. Price (X2) has a positive andsignificant effect on McDonald's customer satisfaction. Through the results of the F test byutilizing the SPSS 22 application, it shows that simultaneously or simultaneously there is asignificant effect of herec image and price on McDonald's Customer Satisfaction. And theprice variable has a dominant effect on McDonald's customer satisfaction.

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