ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN KETERSEDIAAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DAN IMPLIKASINYA PADA KEPUASAN KONSUMEN OBAT SAKIT KEPALA

PAKPAHAN, HERMIYANTI HOLIZA (2019) ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN KETERSEDIAAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DAN IMPLIKASINYA PADA KEPUASAN KONSUMEN OBAT SAKIT KEPALA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this research was to analyze the effect of performance of product quality, price, and product availability on purchasing decisions and customer satisfaction in headache medicine. This study used a purposive survey method, where 306 respondents had experienced headaches within 30 days and took Panadol during the headaches. The proposed hypotheses testing employed the Structural Equation Model (SEM) by using the LISREL 8.70. The results of the structural model analysis show the variables of product quality, price and product approvals has affect to the purchasing decision. Whereas for the satisfaction variable, both direct and indirect effects of the three variables, product quality, price and product availability have a positive and significant effect where the indirect effect is lower than the direct effect. Keywords: product quality, price, product availability, purchasing decisions, customer satisfaction. Tujuan penelitian ini adalah menganalisis pengaruh kinerja variabel kualitas produk, harga, ketersediaan produk terhadap keputusan pembelian dan kepuasan pelanggan konsumen pengguna obat sakit kepala. Penelitian ini menggunakan metode survei purposive sample dengan 306 responden dalam kurun waktu 30 hari yang pernah mengalami sakit kepala dan minum obat pereda sakit kepala merek Panadol. Pengujian hipotesis yang diajukan dalam penelitian ini dilakukan dengan alat uji Model Persamaan Struktural (Structural Equation Model–SEM) dengan menggunakan perangkat lunak LISREL 8.70. Hasil analisa model struktural menunjukkan bahwa variabel kualitas produk, harga dan ketersediaan produk berpengaruh terhadap keputusan pembelian. Sedangkan terhadap variabel kepuasan, baik secara langsung maupun tidak langsung ketiga variabel yaitu kualitas produk, harga dan ketersediaan produk berpengaruh positif dan signifikan dimana pengaruh tidak langsung lebih rendah dibanding dengan pengaruh langsung. Kata kunci: kualitas produk, harga, ketersediaan produk, keputusan pembelian, kepuasan pelanggan.

Item Type: Thesis (S2)
Call Number: TM/51/19/101
NIM: 55116120221
Uncontrolled Keywords: kualitas produk, harga, ketersediaan produk, keputusan pembelian, kepuasan pelanggan.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Sep 2019 04:26
Last Modified: 25 Sep 2019 04:26
URI: http://repository.mercubuana.ac.id/id/eprint/50878

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