SUTRISNO, NOVIANTO (2012) Pengaruh Kualitas dan Harga Produk Serta Pelayanan Terhadap Kepuasan Pelanggan CV. Kedai Kreasi Digital. S2 thesis, Universitas Mercu Buana.
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Abstract
This research aimed to determine the influences of product quality, sales services quality and price toward consumer satisfaction and its impact to customer loyalty of New Mitsubishi Colt Diesel trucks. Sampling technique was used purposive sampling technique with number of sample were 100 which obtained customers individuals and or companies who purchased New Mitsubishi Colt Diesel trucks during the period of year 2011 in the Greater Jakarta Area. Research type was quantitative description that using Path Analysis method and calculated by SPSS software version 17.0. Conclusion of the research was the total effect on the structural equation model 1 indicated that product quality had the greatest influence on customer satisfaction. While, the total effect on the structural equation model 2 showed that price had the greatest influence on customer loyalty. Key words: Product Quality, Sales Services Quality, Price, Customer Satisfaction, Customer Loyalty Penelitian ini bertujuan untuk melihat pengaruh kualitas produk, kualitas layanan penjualan dan harga terhadap kepuasan konsumen serta dampaknya terhadap loyalitas konsumen truk Mitsubishi Colt Diesel Baru. Tehnik pengambilan sampel yang digunakan adalah tehnik pengambilan sampel untuk tujuan tertentu dengan jumlah sample adalah 100 yang diperoleh dari konsumen perorangan maupun perusahaan yang membeli truk Mitsubishi Colt Diesel Baru selama periode tahun 2011 di wilayah Jabotabek. Jenis penelitian yang digunakan adalah deskripsi kuantitatif menggunakan metode Analisis Jalur dan dihitung menggunakan perangkat lunak SPSS versi 17 Kesimpulan penelitian adalah pengaruh total yang terdapat pada persamaan struktural model 1 menunjukkan bahwa kualitas produk mempunyai pengaruh terbesar terhadap kepuasan konsumen. Sedangkan pengaruh total yang terdapat pada persamaan struktural model 2 menunjukkan bahwa harga mempunyai pengaruh terbesar terhadap loyalitas konsumen. Kata Kunci : Kualitas Produk, Kualitas Layanan Penjualan, Harga, Kepuasan Konsumen, Loyalitas Konsumen
| Item Type: | Thesis (S2) |
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| Call Number: | TM/51/12/012 |
| NIM/NIDN Creators: | 55108120051 |
| Uncontrolled Keywords: | Kualitas Produk, Kaulaitas Pelayanan, 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 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 14 Jun 2012 16:55 |
| Last Modified: | 26 Apr 2024 01:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/38265 |
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