ANALISIS KEPUASAN KONSUMEN TERHADAP HANDPHONE MEREK BLACKBERRY DI TEMBILAHAN

Abstract

The purpose of this research is to know what factors affect consuemer satisfaction on the use of BlackBerry brand in Tembilahan. Data analysis using multiple linear regression equation. The results of research known that customer satisfaction on BlackBerry Mobile is influenced by several factors such as product quality, service quality, emotional, price, and cost. This is based on the results of determination test that has a relationship of 67% while the remaining 33% influenced by other variables not mentioned in this study. Then based on t test / partial of each variable also have influence to consumer satisfaction. Similarly, tested by F / simultaneous test or together the results show together product quality, service quality, emotional, price, and cost have a significant effect to customer satisfaction where F value count bigger than F table (9,761> 2.76) with a significance of 0.000.