PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN PADA MOTOR YAMAHA VIXION (Studi Kasus Yamaha Vixion di Jakarta Pusat)

NANDA, YUDA EKA (2019) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN PADA MOTOR YAMAHA VIXION (Studi Kasus Yamaha Vixion di Jakarta Pusat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze (1) the effect of product quality on customer satisfaction of Vixion Motor in Central Jakarta. (2) Quality of Service Against Vixion Motor Customer Satisfaction in Central Jakarta. (3) Brand Image of Vixion Motor Customer Satisfaction in Central Jakarta. Data collection was carried out through questionnaires and carried out on 100 Vixion Motor users in Central Jakarta. Sampling techniques using Convenience Sampling. Data analysis in this study uses the help of Variance Based Structural Equation Modeling where the data processing uses Partial Least Square (PLS) Version 3.0. The analysis results show that Product Quality has a negative and insignificant effect on Customer Satisfaction. Service Quality has a negative and insignificant effect on Customer Satisfaction. Brand Image has a positive and significant effect on Customer Satisfaction. Keywords: Product Quality, Service Quality, Brand Image and Customer Satisfaction Penelitian ini bertujuan untuk menguji dan menganalisa (1) pengaruh Kualitas Produk Terhadap Kepuasan Pelanggan Motor Vixion di Jakarta Pusat. (2) Kualitas Pelayanan Terhadap Kepuasan Pelanggan Motor Vixion di Jakarta Pusat. (3) Citra Merek Terhadap Kepuasan Pelanggan Motor Vixion di Jakarta Pusat. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dilaksanakan pada 100 pengguna Motor Vixion di Jakarta Pusat. Teknik penarikan sampel dengan menggunakan Convenience Sampling. Analisis data pada penelitian ini menggunakan bantuan Variance Based Structural Equation Modeling dimana pengolahan datanya menggunakan program Partial Least Square (PLS) Versi 3.0. Hasil analisa menunjukkan bahwa Kualitas Produk berpengaruh negatif dan tidak signifikan terhadap Kepuasan Pelanggan. Kualitas Pelayanan berpengaruh negatif dan tidak signifikan terhadap Kepuasaan Pelanggan. Citra Merek berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Kata Kunci: Kualitas Produk, Kualitas Pelayanan, Citra Merek dan Kepuasan Pelanggan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 040
NIM: 43114110224
Uncontrolled Keywords: Kualitas Produk, Kualitas Pelayanan, Citra Merek dan 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 > 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 > 005.435 Memory Management Programs/Program Manajemen Memori
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 23 Jan 2019 06:12
Last Modified: 06 Feb 2019 03:05
URI: http://repository.mercubuana.ac.id/id/eprint/46840

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