PENGARUH PERCEIVED QUALITY DAN PERCEIVED VALUE TERHADAP KEPUASAN PELANGGAN KEJU LOKAL INDONESIA

Abstract

The aim of this study is to analyze how perceived value and perceived quality affect customer satisfaction. Additionally, determining which variable has a greater impact on customer satisfaction. The research object was the local brand of Indonesian cheese, branded X. The research approach used was quantitative, with primary data sources. Purposive sampling is the approach used in the data collection process. A survey conducted online with all X cheese buyers obtained 158 responses. According to the research findings, customer satisfaction is positively and significantly impacted by perceived value and perceived quality. Customer satisfaction is more strongly influenced by perceived quality. It is essential for companies to uphold the quality of their products and showcase their beliefs in every promotional activity.

 

Keywords — Customer Satisfaction, cheese, kepuasan pelanggan, perceived quality, perceived value