The influence of functional value, price value, and emotional value through the satisfaction of the product on the willingness to pay at agogo restaurant in Surabaya

Bevan, Nathanael Abraham (2019) The influence of functional value, price value, and emotional value through the satisfaction of the product on the willingness to pay at agogo restaurant in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

In this era, culinary business is one of the fastest-growing businesses in Indonesia and food is something that is needed at all times. Being a primary human need makes culinary business very tempting and highly competitive. Competing with innovation and tradition, each culinary business has its own characteristics and uniqueness. However, with many competitors and increasingly intense competition, restaurant entrepreneurs must have a strategy to reap the greatest possible profits and also to survive as long as possible on the market. The population of this study was to visit Agogo Surabaya Restaurant at least 3 times in the past month. The sampling used in this research is nonprobability sampling and sampling is using purposive sampling technique. The sample amounted to 175 respondents. The data analysis technique used in the study was SPSS. The test results show that customer perceived value has an influence on satisfaction of the product, satisfaction of the product has an influence on willingness to pay. In this research there are suggestions that can be given by the researcher, namely that the Agogo Surabaya Restaurant continues to maintain the quality of its products As academic advice, it is expected that subsequent research uses other variables such as Customer Behavior, Customer Perceived Value, and Purchase Intention

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Customer Behavior, Customer Perceived Value, Purchase Intention.
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Users 7095 not found.
Date Deposited: 16 Jul 2019 07:03
Last Modified: 16 Jul 2019 07:03
URI: http://repository.wima.ac.id/id/eprint/19646

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