PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN KARTU PRABAYAR TELKOMSEL MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI

MAULANA, LUQMANUL HAKIM AGUNG (2019) PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN KARTU PRABAYAR TELKOMSEL MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Product Quality and Price Perception on Customer Satisfaction in shaping Telkomsel Prepaid Card Customer Loyalty at Mercu Buana University, West Jakarta. The subjects in this study were Telkomsel prepaid card customers at the University of Mercu Buana, West Jakarta. The sample used in this study was 103 respondents. The sampling technique uses purposive sampling. By using a descriptive-quantitative approach. The analysis used is statistical analysis in the form of SPSS. The results of this study indicate that Product Quality directly has no significant positive effect on Customer Loyalty, Price Perception directly has a significant positive effect on Customer Loyalty, Customer Satisfaction has a significant positive effect on Customer Loyalty, Product Quality and Price Perception significant positive effect on Customer Loyalty through Satisfaction Telkomsel prepaid card customers. Keywords: Product Quality, Price Perception, Customer Satisfaction, Customer Loyalty. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk dan Persepsi Harga terhadap Kepuasan Pelanggan dalam membentuk Loyalitas Pelanggan Kartu Prabayar Telkomsel di Universitas Mercu Buana Jakarta Barat. Subjek dalam penelitian ini adalah pelanggan kartu prabayar Telkomsel di Univesitas Mercu Buana Jakarta Barat. Sampel yang digunakan dalam penelitian ini adalah sebanyak 103 responden. Teknik pengambilan sampel mnggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif-kuantitatif. Anilisis yang digunakan adalah analisis statistik dalam bentuk SPSS. Hasil penelitian ini menunjukkan bahwa Kualitas Produk secara langsung berpengaruh positif tidak signifikan terhadap Loyalitas Pelanggan, Persepsi Harga secara langsung berpengaruh positif signifikan terhadap Loyalitas Pelanggan, Kepuasan Pelanggan berpengaruh positif signifikan terhadap Loyalitas Pelanggan, Kualitas Produk dan Persepsi Harga berpengaruh positif signifikan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan kartu prabayar Telkomsel. Kata Kunci: Kualitas Produk, Persepsi Harga, Kepuasan Pelanggan, Loyalitas Pelanggan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 405
NIM: 43115010335
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Kepuasan Pelanggan, 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 > 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
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 23 Oct 2019 07:29
Last Modified: 06 Jan 2020 07:56
URI: http://repository.mercubuana.ac.id/id/eprint/50025

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