ANALISIS MODEL KEPUASAN KONSUMEN BERDASARKAN PENGARUH KEUNIKAN NAMA USAHA DAN NILAI KULINER

Abstract

This article is a research for researchers in marketing, particularly brand. This article is
formulated based on the record and the facts that are found in the field. Facts where industria
culinary competition at this time spawned creativity in finding a name that has a unique culinary
efforts. uniqueness is on one side in an effort to build differentiation to competitors and at the
same time aim to influence customer satisfaction. This article attempts to explore further the
factors that lead to a better culinary value and how the value of culinary and business name to be
determinants of consumer satisfaction. Formulation variables and indicators refer to previous
research studies. A model has been developed and three hypotheses have been formulated to
address the research problem. The sampling technique is quota sampling. Respondents of this
research were 100 respondents, of which the respondent is a consumer culinary Semarang. Data
analysis tool used is Structural Equation Modelling (SEM) in AMOS 16.0 program. The results
of the data analysis of this study suggests a third model and research hypothesis can be accepted.
Managerial Implications give advice to focus on the influence of culinary value to customer
satisfaction culinary in Semarang.