Suhariyo, Suhariyo (2013) PENGARUH KUALITAS PRODUK, HARGA DAN REPUTASI MEREK TERHADAP CUSTOMER LOYALTY MELALUI KEPUTUSAN PEMBELIAN MICROSOFT DYNAMIC NAV (STUDY KASUS PADA PT. AEVITAS CONSULTING). S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
|
Text (cover)
COVER.pdf Download (51kB) | Preview |
|
|
Text (abstrak)
ABSTRAK.pdf Download (106kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
BAB 1.pdf Restricted to Registered users only Download (131kB) |
|
|
Text (Bab 2)
BAB 2.pdf Restricted to Registered users only Download (106kB) |
|
|
Text (Bab 3)
BAB 3.pdf Restricted to Registered users only Download (223kB) |
|
|
Text (Bab 4)
BAB 4.pdf Restricted to Registered users only Download (173kB) |
|
|
Text (Bab 5)
BAB 5.pdf Restricted to Registered users only Download (468kB) |
|
|
Text (Bab 6)
BAB 6.pdf Restricted to Registered users only Download (87kB) |
|
|
Text (Daftra pustaka)
DAFTAR.pdf Restricted to Registered users only Download (703kB) |
Abstract
Research on customer loyalty through purchasing decisions on a software product has been widely applied. This study aimed to observe the effect of product quality, price and brand reputation on customer loyalty through dynamic purchasing decisions NAV Microsoft software. Samples taken are population all customers of PT. Consulting Aevitas by 60 respondents. Data were obtained through the census questionnaire, ie walk in customers during 2012. Type of research is quantitative descriptions using Path Analysis. The results of this study is the structural equation model 1 shows that the quality of the product has the greatest influence on purchase decisions. While the structural equation model 2 shows that good quality products, prices and brand reputation have no influence on loyalty, however if through the purchase decision, all three have an influence on customer loyalty. Keywords: Product Quality, Price, Brand Reputation, Purchase Decisions and Customer Loyalty. Penelitian mengenai customer loyalty melalui keputusan pembelian terhadap suatu produk software telah banyak dilakukan. Penelitian ini bertujuan untuk melihat pengaruh kualitas produk, harga dan reputasi merek terhadap loyalitas pelanggan melalui keputusan pembelian software Microsoft dynamic NAV. Sampel yang diambil adalah seluruh populasi customer yang terdapat di PT. Aevitas Consulting sebanyak 60 responden. Data kuesioner diperoleh melalui sensus walk in customer selama periode 2012. Jenis penelitian yang digunakan adalah deskripsi kuantitatif yang dianalisa dengan menggunakan Analisa Jalur. Hasil dalam penelitian ini adalah pada persamaan struktual model 1 menunjukan bahwa kualitas produk mempunyai pengaruh terbesar terhadap keputusan pembelian. Sedangkan pada persamaan struktural model 2 menunjukan bahwa baik kualitas produk, harga dan reputasi merek tidak memiliki pengaruh terhadap loyalitas, akan tetapi apabila melalui keputusan pembelian, ketiganya mempunyai pengaruh terhadap customer loyalty. Kata kunci : Kualitas Produk, Harga, Reputasi Merek, Keputusan Pembelian dan Loyalitas Pelanggan.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-14-200 |
| Call Number: | TM/51/13/201 |
| NIM/NIDN Creators: | 55110120087 |
| Additional Information: | ADA BEBERAPA NIM DALAM CD NO: CDT-551-14-200 (ORYZA/01/11/2022) TIDAK ADA TANDA TANGAN DI DALAM SOFTCOPY |
| Uncontrolled Keywords: | kualitas produk, harga, reputasi merek, keputusan pembelian dan loyalitas pelanggan |
| 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: | 11 Feb 2014 10:11 |
| Last Modified: | 13 Dec 2022 03:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/15157 |
Actions (login required)
 |
View Item |
