PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada PT. Telkomsel)

SETIAWAN, BELLA (2019) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada PT. Telkomsel). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to know the influence of organizational culture and motivation on employee job satisfaction to improve performance. The object of this research is all employees who recorded active until 2017 at Menara Multimedia, Jakarta Pusat. This research was conducted on 165 respondents by using liquefaction questionnaire. The analysis used is multivariate analysis of Structural Equation Modeling (SEM) with path analysis in the form of multiple linear regression test. The results of this study are evidenced by the results of the PLS (Partial Least Square) analysis test, which shows that the relationship between customer brand trust on customer loyalty is significant with a t-statistic value of 3.049 (> 1.165) and p values of 0.002 (<0.005). And the Original Sample estimate value is positive, which is 0.389 which shows that the direction of the relationship between Brand Trust and customer loyalty is positive, the relationship between customer product quality and customer loyalty is significant with a t-statistic value of 2.199 (> 1.165) and p values of 0.028 (<0.005). And the value of the Original Sample estimate is positive, that is 0.298 which shows that the direction of the relationship between Product Quality and customer loyalty is positive, and the relationship between customer price perception on customer loyalty is significant with a t-statistic value of 2.636 (> 1.165) and p values of 0.009 (<0.005). Based on the results of the analysis that has been carried out, the conclusions obtained from Product Quality have an effect on the variable Product Quality, Price Perception and Brand Trust. Keywords: Product Quality, Perception of Price, Brand Trust, Customer Loyalty Penelitian ini untuk mengetahui pengaruh kualitas produk, persepsi harga, dan brand trust terhadap loyalitas pelanggan. Objek penelitian ini adalah seluruh karyawan yang tercatat aktif hingga tahun 2017 pada Karyawan Menara Multimedia Jakarta Pusat. Penelitian ini dilakukan pada 165 responden dengan menggunakan pengisian angket bersekala likret. Analisis yang digunakan adalah analisis multivarian Structural Equation Modeling (SEM) dengan analisis jalur (path analysis) dalam bentuk uji regresi linear berganda. Hasil penelitian ini dibuktikan dari hasil uji analisis PLS (Partial Least Square), yang menujukan bahwa hubungan antara Brand Trust pelanggan terhadap loyalitas pelanggan adalah signifikan dengan nilai t-statistic sebesar 3.049 (>1,165) dan nilai p values sebesar 0.002 ( < 0.005). Dan nilai Original Sample estimate adalah positif yaitu 0.389 yang menunjukan bahwa arah hubungan antara Brand Trust terhadap loyalitas pelanggan adalah positif, hubungan antara Kualitas Produk pelanggan terhadap loyalitas pelanggan adalah signifikan dengan nilai t-statistic sebesar 2.199 (>1,165) dan nilai p values sebesar 0.028 ( < 0.005). Dan nilai Original Sample estimate adalah positif yaitu 0.298 yang menunjukan bahwa arah hubungan antara Kualitas Produk terhadap loyalitas pelanggan adalah positif, dan hubungan antara Presepsi Harga pelanggan terhadap loyalitas pelanggan adalah signifikan dengan nilai t-statistic sebesar 2.636 (>1,165) dan nilai p values sebesar 0.009 ( < 0.005). Berdasarkan hasil analisis yang yelah dilakukan, maka kesimpulan yang didapat Kualitas Produk berpengaruh pada variable Kualitas Produk, Persepsi Harga dan Brand Trust. Kata kunci: Kualitas Produk, Persepsi Harga, Brand Trust dan Loyalitas Pelanggan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 074
Call Number: SE/31/18/595
NIM: 43113120384
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Brand Trust dan Loyalitas Pelanggan.
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Jul 2019 02:03
Last Modified: 10 Oct 2019 02:20
URI: http://repository.mercubuana.ac.id/id/eprint/49580

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