ANALISIS PENGARUH KUALITAS LAYANAN, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN (Studi pada Pembelian Tiket Maskapai Garuda Indonesia)

ZULIANI, DINI (2019) ANALISIS PENGARUH KUALITAS LAYANAN, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN (Studi pada Pembelian Tiket Maskapai Garuda Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of service quality, brand image and price on purchase decision and their impact on customer loyalty (Study on purchasing Garuda Indonesia tickets). The population in this study is consumers who have used service transportation of Garuda Indonesia Airline and the population is unknown. The sample used was 190 respondents, calculated based on the formula Hair et al. The sampling method uses purposive sampling. The method of collecting data uses a survey method, with the research instrument being a questionnaire. Data analysis method uses Partial Least Square. This study proves that service quality has a positive and significant effect on purchase decision. Brand image has a positive and significant effect on purchase decision. Price has a positive and significant effect on purchase decision and purchase decision has a positive and significant effect on customer loyalty . Keywords: Service Quality, Brand Image, Price, Purchase Decision, Customer Loyalty Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan, citra merek dan harga terhadap keputusan pembelian serta dampaknya pada loyalitas pelanggan (studi pada pembelian tiket maskapai Garuda Indonesia). Populasi dalam penelitian ini adalah konsumen yang pernah menggunakan jasa transportasi udara maskapai Garuda Indonesia dan jumlah populasi tidak diketahui. Sampel yang dipergunakan adalah sebanyak 190 responden, dihitung berdasarkan rumus Hair et al. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Hasil Penelitian ini membuktikan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian dan keputusan pembelian berpengaruh positif dan signifikan terhadap loyalitas pelanggan Kata Kunci : Kualitas Layanan, Citra Merek, Harga, Keputusan Pembelian, Loyalitas Pelanggan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 271
NIM/NIDN Creators: 43115110399
Uncontrolled Keywords: Kualitas Layanan, Citra Merek, Harga, Keputusan Pembelian, Loyalitas Pelanggan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 23 Nov 2021 15:19
Last Modified: 05 Apr 2022 02:34
URI: http://repository.mercubuana.ac.id/id/eprint/50738

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