PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN INTERNET BROADBAND (STUDI KASUS TERHADAP MAHASISWA MM UMB, JAKARTA)

Mansjur, Ali (2012) PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN INTERNET BROADBAND (STUDI KASUS TERHADAP MAHASISWA MM UMB, JAKARTA). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk meneliti Pengaruh Harga, Kualitas Produk, dan Kualitas Layanan terhadap Kepuasan Pelanggan. Populasi pada penelitian ini adalah Mahasiswa aktif MM UMB, Jakarta yang berlangganan Internet Broadband. Penentuan sampel dalam penelitian ini bersifat tidak acak (non probability) dengan metode purposive sampling. Analisis dengan regresi linier berganda digunakan untuk mengetahui pengaruh variabel harga, kualitas produk, dan kualitas layanan yang dihipotesiskan berpengaruh terhadap kepuasan pelanggan. Hasil analisis regresi linier berganda diperoleh bahwa faktor yang dominan berpengaruh terhadap kepuasan pelanggan adalah variabel kualitas produk, diikuti oleh variabel harga, dan yang paling kecil berpengaruh terhadap kepuasan pelanggan adalah variabel kualitas layanan. Saran penulis terhadap para operator internet broadband yaitu bahwa ekspektasi responden adalah menikmati layanan yang reliabel, alias koneksi yang tidak mudah putus. Kualitas jaringan merupakan kunci agar dapat memberikan kualitas jaringan yang lebih baik dan koneksi internet yang tidak mudah putus. Menjaga kinerja dan mutu produk adalah hal utama yang harus dijadikan prioritas. Harga-pun agar dapat senantia dievaluasi secara kontinu, baik harga terhadap kompetitor maupun terhadap pelanggan itu sendiri. Dari sisi kualitas layanan, hal yang perlu diprioritaskan adalah jaminan pelayanan dan empati terhadap keluhan pelanggan. Kata kunci: harga, kualitas produk, kualitas layanan, kepuasan pelanggan, internet broadband This study aims to examine the influence of Price, Quality Products, and Quality of Service for Customer Satisfaction. The population in this study was active MM UMB students, Jakarta who subscribe to Internet Broadband. Determination of the sample in this study is non-probability purposive sampling method. With multiple linear regressions analysis is used to determine the effect of variable pricing, product quality, and quality of service that the hypothesized affect on customer satisfaction. The results of multiple linear regression analysis found that the dominant factor that affects customer satisfaction is a variable product quality, followed by a variable price, and the smallest effect on customer satisfaction is the variable quality of service. Advice from author to the Broadband Internet operators; respondent is expected to enjoy services which are reliable or connections that are not easily broken. Network quality is the key in order to provide a better quality of network and internet connections which are not easily broken. Maintain performance and product quality is the main thing that should be put as priority. Price also needs to be evaluated continuously either priced against competitors or against the customer itself. In terms of quality of service, things that need to be prioritized are the guarantee of service and empathy to the customer complaints. Key words: price, product quality, service quality, customer satisfaction, broadband internet

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