PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN TRANSPORTASI ONLINE DI DKI JAKARTA

SETYAWAN, RONNY (2018) PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN TRANSPORTASI ONLINE DI DKI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is intended to analyze the effect of service quality, price perception and brand image on the satisfaction of online transportation customers in DKI Jakarta. The design of this study is a quantitative method. The sampling method used was purposive sampling. The population of this study was customers of online transportation users, namely 130 respondents located in DKI Jakarta. The analytical method used in this study is Strucutural Equation Model (SEM) with Lisrel software version 8.80. The results showed that service quality had a significant and positive influence on customer satisfaction, price perception had a significant and positive influence on customer satisfaction, brand image had no significant and positive effect on customer satisfaction. Keywords: Service quality, Price Perception, Brand Image, Customer Satisfaction Penelitian ini dimaksudkan untuk menganalisis pengaruh kualitas pelayanan, persepsi harga dan citra merek terhadap kepuasan pelanggan transportasi online di DKI Jakarta. Desain penelitian ini adalah metode kuantitatif. Metode sampling yang digunakan adalah purposive sampling. Populasi penelitian ini adalah pelanggan pengguna transportasi online, yaitu 130 responden yang berlokasi di DKI Jakarta. Metode analisis yang digunakan dalam penelitian adalah Strucutural Equation Model (SEM) dengan software Lisrel versi 8.80. Hasil penelitian menunjukan bahwa kualitas pelayanan berpengaruh signifikan dan positif terhadap kepuasan pelanggan, persepsi harga berpengaruh signifikan dan positif terhadap kepuasan pelanggan, citra merek tidak berpengaruh signifikan dan positif terhadap kepuasan pelanggan. Kata kunci: Kualitas pelayanan, Persepsi Harga, Citra Merek, Kepuasan Pelanggan.

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 025
NIM: 55116110073
Uncontrolled Keywords: Kualitas pelayanan, Persepsi Harga, Citra Merek, Kepuasan 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: 27 Oct 2018 02:17
Last Modified: 06 Nov 2018 05:18
URI: http://repository.mercubuana.ac.id/id/eprint/45260

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