Khoirudin, Muhammad Nanang (2014) Pengaruh Kualitas Produk, Harga dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Chocolatos dan Implikasinya Terhadap Kepuasan Pelanggan Di PT. Garuda Food Putra Putri Jaya. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Tesis ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas produk Chocolatos terhadap keputusan pembelian dan kepuasan pelanggan outlet grosir, untuk mengetahui dan menganalisis pengaruh harga produk Chocolatos terhadap keputusan pembelian dan kepuasan pelanggan outlet grosir, untuk mengetahui dan menganalisis pengaruh promosi penjualan produk Chocolatos terhadap keputusan pembelian dan kepuasan pelanggan outlet grosir serta untuk mengetahui dan menganalisis pengaruh keputusan pembelian produk Chocolatos terhadap kepuasan pelanggan outlet grosir pada PT Garudafood Putra Putri Jaya, Jakarta. Populasi dalam penelitian ini adalah seluruh outlet grosir di area distribusi Jakarta Selatan PT. Garudafood Putra Putri Jaya yang berjumlah 420 outlet. Sampel yang ditetapkan sebesar 205 responden dengan teknik convenience sampling, dan pengumpulan datanya dengan kuesioner. Analisis datanya menggunakan model kausalitas atau pengaruh, untuk menguji hipotesis yang diajukan dalam penelitian ini, teknis analisis datanya menggunakan Structural Equation Modelling (SEM) dengan bantuan software LISREL 8.72. Berdasarkan hasil analisis menunjukkan bahwa harga menunjukkan tingkat berpengaruh yang relatif lebih tinggi jika dibandingkan dengan kualitas produk ataupun promosi penjualan terhadap keputusan pembelian produk Chocolatos di outlet grosir. Kemudian, kualitas produk dan harga mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian produk Chocolatos di outlet grosir. Namun, promosi penjualan mempunyai pengaruh negatif dan signifikan terhadap keputusan pembelian produk Chocolatos di outlet grosir. Berdasarkan hasil analisis juga menunjukkan bahwa keputusan pembelian produk Chocolatos menunjukkan tingkat berpengaruh yang relatif lebih tinggi jika dibandingkan dengan kualitas produk, harga ataupun promosi penjualan terhadap kepuasan pelanggan outlet grosir. Kemudian, promosi penjualan dan keputusan pembelian produk Chocolatos mempunyai pengaruh positif dan signifikan terhadap kepuasan pelanggan di outlet grosir. Namun, kualitas produk dan harga mempunyai pengaruh negatif dan signifikan terhadap kepuasan pelanggan di outlet grosir. Kata Kunci : Kualitas Produk, Harga, Promosi Penjualan, Keputusan Pembelian, Kepuasan Pelanggan. The purpose of this paper were to analyze and test the effect of product quality Chocolatos on purchasing decisions and customer satisfaction at wholesale outlets, to analyze and test the effect of product price Chocolatos on purchasing decisions and customer satisfaction at wholesale outlets, to analyze and test the effect of sales promotion Chocolatos products on purchasing decisions and customer satisfaction at wholesale outlets, and to analyze and test the effect of purchasing decisions Chocolatos products on customer satisfaction wholesale outlets at the PT Garudafood Putra Putri Jaya, Jakarta. The population in this study are all the wholesale outlets in distribution area south Jakarta at PT Garudafood Putra Putri Jaya, Jakarta, amounting to 420 outlets. While the sample size was set at 205 respondents with convenience sampling technique, data collection was the questionnaire. Data analysis using a model of causality or influence, to test the hypothesis proposed in this research, technical analysis is used Structural Equation Modelling or SEM, which is operated through the LISREL 8.72. Based on the results of the analysis shows that the influence level of price showed relatively higher when compared to quality of product or sales promotion on purchasing decisions Chocolatos products at wholesale outlets. Then, quality and price of product have a positive and significant effect on purchasing decisions Chocolatos products at wholesale outlets. But, sales promotion has a negative and significant effect on purchasing decisions Chocolatos products at wholesale outlets. Based on the results of the analysis also shows that the influence level of purchasing decisions Chocolatos products showed relatively higher when compared to quality and price of products or sales promotion on customer satisfaction at wholesale outlets. Then, sales promotion and purchasing decisions Chocolatos products have a positive and significant effect on customer satisfaction at wholesale outlets. But, quality and price of products have a negative and significant effect on customer satisfaction at wholesale outlets. Keywords : quality of product, price, sales promotion, purchasing decisions, customer satisfaction.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-14-160 |
| Call Number: | TM/51/14/126 |
| NIM/NIDN Creators: | 55112110023 |
| Uncontrolled Keywords: | Kualitas Produk, Harga, Promosi Penjualan, Keputusan Pembelian, Kepuasan Pelanggan. mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 06 Feb 2015 09:02 |
| Last Modified: | 09 Jul 2022 03:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13809 |
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