PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP MINAT BELI KEMBALI (Studi Kasus Pada SPBU Shell yang dikelola PD. Pratama Shellindo)

Sutarmo, Markus (2012) PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP MINAT BELI KEMBALI (Studi Kasus Pada SPBU Shell yang dikelola PD. Pratama Shellindo). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The purpose of this study was to analyze and see if quality service and product quality affects customer satisfaction and whether service quality product quality and customer satisfaction directly influence the buying intention. Quality service and product quality is customer value proposition from Shell. The research was conducted at the Shell gas station run by PD.Pratama Shellindo with survey methods to customers who shopped at the pump at least twice. Survey Cosmos 159 respondents conducted at four sites with Shell questionnaire consisting of 30 questions. The data collected is processed using Structural Equation Modeling (SEM) to observe the effect of each variable studied and the results in detail in chapter V of this study. Test results showed that the quality of service and product quality have an influence on customer satisfaction. So it is with customer satisfaction influence the buying intention. Further product quality also directly affects buying interest again, but the quality of service has no direct influence on buying intention. Key words : quality of service, product quality, customer satisfaction and buying intention Tujuan penelitian ini adalah untuk menganlisis dan melihat apakah kulitas pelayanan dan kualitas produk berpengaruh terhadap kepuasan pelanggan dan apakah kuliatas pelayanan, kualitas produk dan kepuasan pelanggan berpengaruh langsung terhadap minat beli kembali. Kulitas pelayanan dan kualitas produk penting untuk diteliti karena kedua hali inii merupakan hilai yang debrikan kepada pelanggan SPBU Shell. Penelitian ini dilakukan di SPBU Shell yang dikelola oleh PD Pratama Shellindo dengan metode survei kepada pelanggan yang berbelanja di SPBU minimal dua kali. Surevei dilakukan tehadap 159 responden di empat lokasi SPBU Shell dengan kuesioner yang terdiri dari 30 pertanyaan. Data yang dikumpulkan diolah menggunakan Structural Equation Modeling (SEM) untuk melihat pengaruh dari tiap-tiap variabel yang diteliti dan hasilnya di uraikan pada bab V penelitian ini.. Hasil pengujian menunjukkan bahwa kualitas pelayanan dan kualitas produk mempunyai pengaruh terhadap kepuasan pelanggan. Demikian juga dengan kepuasan pelanggan bepengaruh tehadap minat beli kembali. Selanjutnya kualitas produk juga berpengaruh secara langsung terhadap minat beli kembali, namun kualitas pelayanan tidak mempunyai pengaruh secara langsung terhadap minat beli kembali. Kata Kunci : kualitas pelayanan, kualitas produk, kepuasan pelanggan dan minat beli kembali

Item Type: Thesis (S2)
Call Number CD: CDT-551-12-112
Call Number: TM/51/13/108
NIM/NIDN Creators: 55109120138
Uncontrolled Keywords: quality of service, product quality, customer satisfaction and buying intention, kualitas pelayanan, kualitas produk, kepuasan pelanggan dan minat beli kembali, 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: 15 Jan 2013 11:32
Last Modified: 13 Jul 2022 02:28
URI: http://repository.mercubuana.ac.id/id/eprint/15005

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