AMALIA, ANGGUN DWI (2018) PENGARUH KUALITAS PRODUK, HARGA DAN SALURAN DISTRIBUSI TERHADAP LOYALITAS PELANGGAN BAHAN BAKU NEOPRENE W (StudiKasus PT. Sarana Luas Maju Kimia Distributor Chemical Rubber). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to know the influence of product quality, price and distribution channel on customer loyalty .The objects for this research is component factory that produce the rubber parts. This research was done 31respondents by using quantitative-descriptive approach. Data analysis was performed using Partial Least Square (PLS) analysis using SmartPLS 3.0. The result of this research show that variable of product quality has positive and not significant effect on customer loyalty with T value statistic 0,192; variable of price has positive and significant on customer loyalty with T value statistic 3,007; variable of distribution channel has positive and significant on customer loyalty with T value 2,459. So that, PT. Sarana Luas Maju Kimia have to improve the product quality, price and distribution channel to improve the customer loyalty. Key Words : Product quality, Price, Distribution Channel, Customer Loyalty Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga dan saluran distribusi terhadap loyalitas pelanggan Neorpene W. Objek penelitian ini adalah pabrik komponen yang memproduksi suku cadang karet. Penelitian ini dilakukan terhadap 31 responden dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data dilakukan dengan menggunakan analisis Partial Least Square (PLS) dengan menggunakan program SmartPLS 3.0. Hasil penelitian ini menunjukan bahwa variabel kualitas produk berpengaruh positif dan tidak signifikan terhadap loyalitas pelanggan dengan nilai T statistiknya sebesar 0,192; variabel harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan nilai T statistiknya 3,007; variabel saluran distribusi berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan nilai T staistiknya 2,459. Dengan demikian, sebaiknya PT. Sarana Luas Maju Kimia terus meningkatkan kualitas produk, harga dan saluran distribusi agar pelanggan terus loyal. Kata Kunci : Kualitas Produk, Harga, Saluran Distribusi, Loyalitas Pelanggan.
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