Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/16473
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dc.contributor.advisorPribadi, Teddi-
dc.contributor.authorSurya, Butros-Butros-
dc.date.accessioned2022-02-15T04:01:39Z-
dc.date.available2022-02-15T04:01:39Z-
dc.date.issued2021-08-06-
dc.identifier.urihttp://repository.uma.ac.id/handle/123456789/16473-
dc.description78 Halamanen_US
dc.description.abstractTujuan penelitian ini adalah untuk mengetahui “Pengaruh Brand Image dan Brand Awareness Terhadap Kepuasan Konsumen Pada Cafe Andra Coffee & Eatry” jenis penelitian ini adalah asosiatif dengan pendekatan menggunakan dua atau lebih variabel. Populasi dalan penelitian ini adalah Cafe Andra Coffee & Eatry dengan jumlah sampel sebanyak 100 respondden pada pelangggan pada Cafe Andra Coffee & Eatry. Berdasarkan Uji T, Brand Image ( X1 ) dengan nilai t hitung variabel brand images adalah 2.287 dan t tabel bernilai 1.999 sehingga t hitung > t tabel (2.287 > 1,999) dan nilai signifikan (sig) (0.004 < 0.05) dan Brand Awareness ( X2) dengan nilai nilai t hitung variabel brand awareness adalah 4,400 dan t tabel bernilai 1.999 sehingga t hitung > t tabel (4.400 > 1.999) da nilai signifikan (0.000 < 0.05). Maka dengan demikian dapat disimpulkan bahwa variabel Brand Image dan Brand Awarenees secara parsial berpengaruh positif dan signifikan terhadap Kepuasan Konsumen Pada Cafe Andra Coffee & Eatry. Berdasarkan Uji F, nilai F hitung sebesar 27342 dengan tingkat signifikan (Sig.) sebesar 0.000a. Jadi F hitung > F tabel (27342 > 3.15) atau signifikansi (Sig.) < 5 % (0.000 < 0.05) artinya bahwa variabel brand images dan brand awareness berpengaruh positif dan signifikan terhadap kepuasan konsumen Coffe Andra & Eatery yang berarti bahwa Ho ditolak Ha diterima. Koefisien Determinasi nilai adjusted (R2) adalah 0,347 atau 34.7%. Artinya kepuasan konsumen Coffe Andra & Eatery dapat dijelaskan oleh variabel brand images dan brand awareness.Sedangkan sisanya sebesar 65,3% dijelaskan oleh sebab-sebab yang lain yang tidak diteliti dalam penelitian ini contohnya harga, promosidan lain-lain. The purpose of this study was to determine "The Effect of Brand Image and Brand Awareness on Consumer Satisfaction at Cafe Andra Coffee & Eatry" This type of research is associative with an approach using two or more variables. The population in this study is Cafe Andra Coffee & Eatry with a total sample of 100 respondents to customers at Cafe Andra Coffee & Eatry. Based on the T-test, Brand Image (X1) with a t-count value of brand images variable is 2.287 and t-table is 1.999 so that t-count > t-table (2.287 > 1.999) and significant value (sig) (0.004 <0.05) and Brand Awareness (X2 ) with the t-count value of the brand awareness variable is 4.400 and the t-table is 1.999 so that t-count > t-table (4,400 > 1.999) and significant value (0.000 < 0.05). So it can be concluded that the Brand Image and Brand Awareness variables partially have a positive and significant effect on Consumer Satisfaction at Cafe Andra Coffee & Eatry. Based on the F test, the calculated F value is 27342 with a significant level (Sig.) of 0.000a. So F count > F table (27342 > 3.15) or significance (Sig.) < 5 % (0.000 < 0.05) meaning that brand images and brand awareness variables have a positive and significant effect on consumer satisfaction Coffe Andra & Eatery which means that Ho is rejected Ha be accepted. The coefficient of determination of the adjusted value (R2) is 0.347 or 34.7%. This means that the consumer satisfaction of Coffee Andra & Eatery can be explained by the brand images and brand awareness variables. While the remaining 65.3% is explained by other reasons not examined in this study, for example price, promotion and others.en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;178320262-
dc.subjectkepuasan konsumenen_US
dc.subjectbrand imageen_US
dc.subjectbrand awarenessen_US
dc.subjectcustomer satisfactionen_US
dc.titlePengaruh Brand Image dan Brand Awareness Terhadap Kepuasan Konsumen pada Cafe Andra Coffee dan Eateryen_US
dc.title.alternativeThe Influence of Brand Image and Brand Awareness on Consumer Satisfaction at Cafe Andra Coffee and Eateryen_US
dc.typeThesisen_US
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