PENGARUH PRICE, BRAND IMAGE, DAN TIME PRESSURE TERHADAP PURCHASE DECISION DAN CUSTOMER SATISFACTION (Studi Kasus pada Penumpang Terminal 3 Keberangkatan Bandara International Soekarno Hatta)

PUTRA, MUHAMAD SEPTIAN RANGGA (2021) PENGARUH PRICE, BRAND IMAGE, DAN TIME PRESSURE TERHADAP PURCHASE DECISION DAN CUSTOMER SATISFACTION (Studi Kasus pada Penumpang Terminal 3 Keberangkatan Bandara International Soekarno Hatta). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of price, brand image, time pressure on purchase decisions and their impact on customer satisfaction of Passenger. This type of research used in this study is a explanatory research that aims to analyze the relationships between one variable with another variable. Exogenous variables in this study are price, brand image and time pressure, intervening variables in this study are purchase decisions, while the endogenous variable is customer satisfaction. The population in this study is the passenger who go through Terminal 3 Departure Soekarno-Hatta International Airport with a sample size of 120 respondents. Data analysis techniques in this study used Structural Equation Modeling (SEM) assisted by the Lisrel (Linear Structural Relations) program version 9.20. The results showed that 1) price had a positive and significant influence on purchase decisions, 2) brand image had a positive and significant effect on purchase decisions,3) brand image had a positive and significant effect on purchase decisions, 4) purchase decisions had a positive and significant effect on customer satisfaction. Keywords: Price, Brand Image, Time Pressure, Purchase Decision, Customer Satisfaction. Penelitian ini bertujuan untuk mengetahui besar pengaruh price, brand image , time pressure terhadap purchase decision serta dampaknya terhadap customer satisfaction penumpang Terminal 3 Keberangkatan Bandara Internasional Soekarno-Hatta. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian eksplanatif yang bertujuan menganalisis hubungan-hubungan antara satu variabel dengan variabel lainnya. Variabel eksogen dalam penelitian ini adalah price, brand image, dan time pressure , variabel endogen mediasi dalam penelitian ini adalah purchase decision, sedangkan variabel endogennya adalah customer satisfaction. Populasi pada penelitian ini adalah penumpang yang melalui terminal 3 keberangkatan Bandara Internasional Soekarno-Hatta dengan jumlah sampel sebesar 120 responden. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) dengan dibantu program Linear Structural Relation (Lisrel) versi 9.2. Hasil penelitian menunjukan bahwa 1) price berpengaruh positif dan signifikan terhadap purchase decision, 2) Brand image berpengaruh positif dan signifikan terhadap purchase decision, 3) time pressure berpengaruh positif dan signifikan terhadap purchase decision, 4) purchase decision berpengaruh positif dan signifikan terhadap Customer Satisfaction. Kata Kunci: Price, Brand Image, Time Pressure, Purchase Decision, Customer Satisfaction.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55117110151
Uncontrolled Keywords: Price, Brand Image, Time Pressure, Purchase Decision, Customer Satisfaction.
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 > 658.5 Management of Production/Manajemen Produksi
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 26 Nov 2021 03:58
Last Modified: 03 Jul 2023 07:59
URI: http://repository.mercubuana.ac.id/id/eprint/50929

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