PENGARUH PRODUK, HARGA, PROMOSI DAN CITRA PERUSAHAAN TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN PELANGGAN (Studi Kasus Nasabah Mnc Safe Pro Area Jakarta)

PRIMAYANI, ANGGI (2018) PENGARUH PRODUK, HARGA, PROMOSI DAN CITRA PERUSAHAAN TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN PELANGGAN (Studi Kasus Nasabah Mnc Safe Pro Area Jakarta). S2 thesis, Universitas Mercu Buana.

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Abstract

This study aims to explain the effect of product quality, price, promotion and corporate image on purchasing decisions and customer satisfaction (case study of MNC Safe Po Area Jakarta customers). This type of research uses quantitative explanative, where the data that will be used is in the form of numbers or data that is expected. The research population is MNC Safe Pro customers who have purchased MNC Safe Pro and used it for 2 years. The sample used in this study was convenience sampling or sampling which was chosen with consideration of convenience. The sample used was 120 respondents who were taken using purposive sampling and data collection methods using a questionnaire. Data analysis techniques used in this study are reliability analysis, Structural Equation Model (SEM) analysis. Based on the results of the study showed that there is a relationship between product, price and promotion of purchasing decisions and customer satisfaction. This is shown from the results of the hypothesis test where T-values> 1.96. While Corporate Image does not affect purchasing decisions and customer satisfaction. Based on the results of this study it is expected that PT. MNC Life Assurance can improve MNC Safe Pro's product quality, price and promotion to be even better and maintain old customers and collect new customers so that it can increase profits for the company. Keywords: Product, price, promotion, company image, purchasing decision, customer satisfaction, life insurance Penelitian ini bertujuan untuk menjelaskan pengaruh kualitas produk, harga, promosi dan citra perusahaan terhadap keputusan pembelian dan kepuasan pelanggan (studi kasus nasabah MNC Safe Po Area Jakarta). Jenis penelitian ini menggunakan eksplanatif kuantitatif, dimana data yang akan digunakan adalah berbentuk angka atau data yang diangkakan. Populasi penelitian ini adalah nasabah MNC Safe Pro yang sudah membeli MNC Safe Pro dan menggunakannya selama 2 tahun. Sampel yang digunakan dalam penelitian ini adalah convenience sampling atau sampling yang dipilih dengan pertimbangan kemudahan. Sampel yang digunakan adalah sebanyak 120 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan kuesioner. teknik analisis data yang digunakan pada penelitian ini adalah analisis reliabilitas, analisis Structural Equation Model (SEM). Berdasarkan hasil penelitian menunjukan bahwa adanya hubungan antara produk, harga dan promosi terhadap keputusan pembelian dan kepuasan pelanggan. Hal ini ditunjukan dari hasil uji hipotesis dimana T-values > 1,96. Sedangkan Citra Perusahaan tidak berpengaruh terhadap keputusan pembelian dan kepuasan pelanggan. Berdasarkan hasil penelitian ini diharapkan PT. MNC Life Assurance dapat meningkatkan kualitas produk, harga, dan promosi MNC Safe Pro agar menjadi lebih baik lagi serta mempertahankan nasabah lama dan menghimpun nasabah baru sehingga dapat meningkatkan profit bagi perusahaan. Kata kunci : Produk, harga, promosi, citra perusahaan, keputusan pembelian, kepuasan pelanggan, asuransi jiwa

Item Type: Thesis (S2)
NIM/NIDN Creators: 55116110177
Uncontrolled Keywords: Produk, harga, promosi, citra perusahaan, keputusan pembelian, kepuasan pelanggan, asuransi jiwa
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 > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.62 Regulations for Patrons/Peraturan untuk Pelanggan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.91 Influence of Physical Environment and Conditions/Pengaruh Lingkungan dan Kondisi Fisik
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 04 Jan 2022 07:31
Last Modified: 04 Jan 2022 07:31
URI: http://repository.mercubuana.ac.id/id/eprint/53491

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