PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN

ANJANI, SANTRIANI MATINA (2018) PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the effect of product quality and prices perception, as independent variables to customer satisfaction, as well as the impact of those independent variables to customer loyalty of the Bali Ratih website in Jakarta. The sample used in this study are 125 respondent taken by simple ramdom sampling technique. The tools of analysis of the was Structural Equation Modelling (SEM) by SPSS Amos program. The result showed significant effect of product quality and prices to customer satisfaction. The result also showed a significant effect of customer satisfaction to customer loyalty. Finally, the result also indicate that purchase decisions intervene the relationship of product quality and prices perception to the customer loyalty of Bali Ratih at Jakarta. Keyword : Product quality, prices perception, customer satisfaction, customer loyalty Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan persepsi harga terhadap kepuasan pelanggan serta dampaknya terhadap loyalitas pelanggan body scrub Bali Ratih di Jakarta. Sampel yang digunakan dalam penelitian ini berjumlah 125 responden yang diambil dengan teknik simple random sampling. Analisis data pada pada penelitian ini menggunakan Structural Equation Modeling (SEM) yang dilakukan dengan bantuan program SEM dari SPSS AMOS. Hasil penelitian menunjukan bahwa, masing-masing variable independen yaitu kualitas produk dan harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan.Variabel kepuasan pelanggan dalam penelitian ini juga terbukti berpengaruh signifikan terhadap loyalitas pelanggan. Disamping itu penelitian ini juga membuktikan bahwa variable kepuasan pelanggan terbukti memediasi (intervening) pengaruh kedua variable independen yaitu, kualitas produk dan persepsi harga terhadap loyalitas pelanggan body scrub Bali Ratih di Jakarta. Kata kunci : kualitas produk, persepsi harga, kepuasan pelanggan dan loyalitas pelanggan.

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 109
NIM: 5511601011
Uncontrolled Keywords: kualitas produk, persepsi harga, kepuasan pelanggan dan loyalitas pelanggan.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 26 Oct 2018 03:38
Last Modified: 07 Nov 2018 02:54
URI: http://repository.mercubuana.ac.id/id/eprint/45238

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