Eustacia, Jacinda Harits (2024) Pengaruh Kualitas Produk dan Kebijakan Harga terhadap Kepuasan Pelanggan dengan Mediasi Citra Merek pada Pengguna Apple. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research is motivated by the phenomenon of many electronic product companies. Since the development of technology in the current era of globalization, technology companies have competed to make products that are high quality and increasingly sophisticated. Technological developments not only emphasize the function of the technology itself, but also how efficiently the technology can support human survival and development. Among existing technologies, humans in the global era increasingly need digital communication technology and have made technology a basic need for every individual. The need for communication technology itself is always increasing significantly. Various brands of digital communication technology exist in Indonesia. Apple is a digital technology company that has power over market share in Indonesia and the world.
This research uses quantitative research methods. The data sources in this research are primary data sources. The data collection technique used in this research is a survey method, by collecting data in the form of a questionnaire. To determine the connection and impact between variables, this research uses test data from Structural Equation Modeling (SEM) and uses the Partial Least Square (PLS) program.
The results of this research conclude that (1) Product Quality Variables have a direct effect on Customer Satisfaction Variables, (2) Product Quality Variables have a direct effect on Brand Image Variables, (3) Price Policy Variables have a direct effect on Customer Satisfaction Variables, (4) Policy Variables Price has no influence on the Brand Image Variable, (5) The Customer Satisfaction Variable has a direct influence on the Brand Image Variable.

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