?url_ver=Z39.88-2004&rft_id=1946051004+&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KUALITAS+LAYANAN%2C+PERSEPSI+HARGA%2C+DAN+CITRA+MEREK+TERHADAP+KEPUASAN+KONSUMEN+(Studi+Pada+Konsumen+Mixue+di+Bandar+Lampung)+&rft.creator=MUHAMMAD+FIKRIANSYAH++%2C+FENAN+PUTRA++&rft.subject=320+Ilmu+politik+(politik+dan+pemerintahan)&rft.subject=330+Ekonomi&rft.description=Persaingan+bisnis+di+sektor+Food+and+Beverages+(F%26B)+memerlukan+strategi+yang+efektif++untuk++meningkatkan++kepuasan++pelanggan.++Penelitian++ini++bertujuan++untuk+mengidentifikasi+faktor-faktor+yang+mempengaruhi+kepuasan+konsumen+di+Mixue+Ice+Cream+%26+Tea%2C+Bandar+Lampung.+Fokus+penelitian+ini+adalah+pada+tiga+variabel+independen%3A+kualitas+layanan%2C+persepsi+harga%2C+dan+citra+merek%2C+serta+satu+variabel+dependen%3A++kepuasan++pelanggan.++Jenis++penelitian++kauntitatif++teknik++sampling+accidental++sampling++melalui++kuisioner++kepada++100++responden++penelitian++yang+digunakan+adalah+asosiatif+dengan+kuesioner+yang+menggunakan+skala+Likert.+Data+dianalisis++menggunakan++IBM%C2%AE++SPSS++Statistics++Versi++23.++Hasil++analisis+menunjukkan++bahwa++kualitas++layanan++dan++citra++merek++secara++parsial++memiliki+pengaruh++signifikan++terhadap++kepuasan++pelanggan.++Sebaliknya%2C++persepsi++harga+secara++parsial++tidak++memiliki++pengaruh++signifikan++terhadap++kepuasan++pelanggan.+yang++menunjukkan++bahwa++secara++keseluruhan++variabel++independen++secara+signifikan++mempengaruhi++kepuasan++pelanggan.++Koefisien++determinasi++(R%C2%B2)+menunjukkan++bahwa++variabel++independen++mempengaruhi++kepuasan++pelanggan+sebesar++74.6%25%2C++sementara++sisanya++25.4%25++dipengaruhi++oleh++faktor++lain++yang++tidak+tercakup+dalam+penelitian+ini.+%0D%0A%0D%0A+Kata++Kunci%3A++Kualitas++Layanan%2C++Persepsi++Harga%2C++Citra++Merek%2C++Kepuasan+Pelanggan%2C+Mixue+Ice+Cream+%26+Tea.+++%0D%0A%0D%0AThe+intense+competition+in+the+Food+and+Beverages+(F%26B)+sector+requires+effective+strategies++to++enhance++customer++satisfaction.++This++study++aims++to++identify++factors+influencing++customer++satisfaction++at++Mixue++Ice++Cream++%26++Tea%2C++Bandar++Lampung.+The++research++focuses++on++three++independent++variables%3A++service++quality%2C++price+perception%2C++and++brand++image%2C++along++with++one++dependent++variable%3A++customer+satisfaction.+This+type+of+quantitative+research+is+an+Accidental+Sampling+sampling+technique++using++a++questionnaire++of++100++respondents.++The++research++used++is+associative+research+with+a+questionnaire+using+a+Likert+scale.+Data+were+analyzed+using++IBM%C2%AE++SPSS++Statistics++Version++23.++The++results++of++the++analysis++show++that+service+quality+and+brand+image+partially+have+a+significant+influence+on+customer+satisfaction.+On+the+other+hand%2C+partial+price+perceptions+do+not+have+a+significant+influence++on++consumer++satisfaction.++which++shows++that++overall++the++independent+variables++have++a++significant++effect++on++consumer++satisfaction.++The++coefficient++of+determination++(R%C2%B2)++shows++that++the++independent++variable++influences++consumer+satisfaction+by+74.6%25%2C+while+the+remaining+25.4%25+is+influenced+by+other+factors+not+discussed+in+this+research.+%0D%0A%0D%0AKeywords%3A+service+quality%2C+price+perception%2C+brand+image%2C+customer+satisfaction%2C+Mixue+Ice+Cream+%26+Tea.+++&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2025-02-07&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85756%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85756%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85756%2F3%2F3.%2520SKRIPSI%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++MUHAMMAD+FIKRIANSYAH+%2C+FENAN+PUTRA+++(2025)+PENGARUH+KUALITAS+LAYANAN%2C+PERSEPSI+HARGA%2C+DAN+CITRA+MEREK+TERHADAP+KEPUASAN+KONSUMEN+(Studi+Pada+Konsumen+Mixue+di+Bandar+Lampung).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F85756%2F