THE INFLUENCE OF CORPORATE IMAGE AND PERCEIVED VALUE TO CUSTOMER SATISFACTION (STUDY AT WEDDING ORGANIZER IN MANADO)
Abstract: Purpose of this
study are to determine the influence of corporate image, and perceived value to
customer satisfaction for the Wedding Organizers in Manado. This research type
is a causal type of research. It also called as explanatory research. This
study held in the people of Manado, on August-September 2016. The sample in
this research are customer in Wedding Organizer in Manado especially in
students at FEB UNSRAT Manado. Samples of this research are 45 respondents.
Data analysis method used validity and reliability test, classical assumption
test, regression analysis model with hypotesis testing using t test and F test.
Based on the results of hypothesis testing in particular the model of the
research found that the research model consisting of: corporate image, and
perceived value has a positive and significant influence on customer
satisfaction simultaniouslly. Corporate image has significant and positive
impact on customer satisfaction on wedding organizer customers in Manado
partialy. Perceived value also has significant and positive impact on customer
satisfaction on wedding organizer customers in Manado partialy. Perceved value
become the most highest impact on customer satisfaction followed by corporate
image in the second. This model applies on wedding organizer customer in
Manado. Recommendations are: Wedding organizer need to pay attention and focus
the company's marketing strategy effectively and efficiently. Other researchers
are focusing on the research field of management science and the science of
marketing management needs to pay attention to these findings by replicating
the results of this research on the object of other research in other
Internet-based companies.
Keywords: corporate image,
perceived value, customer satisfaction, wedding organizer
Penulis: Kelly Johanis,
Farlane S. Rumokoy, Johan Tumiwa
Kode Jurnal: jpmanajemendd170662
