SAPUTRA, AGUNG NUGROHO (2021) ANALISIS PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN YANG BERDAMPAK TERHADAP KEPUASAN PELANGGAN (Studi kasus PT. Astra Credit Companies)”. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to discovered and analyzed those variables regarding their influence over purchasing decisions such as service quality and product quality variables and their impact towards customer satisfaction. Research population was all regular customers from PT. Astra Credit Companies Bintaro branch office while the sample amounted to 92 respondents (Slovin, 10% error tolerance). Data analysis methods used SmartPLS program which had alternative model of convariance based SEM. The results showed that: 1) Services quality had significant positive impact towards purchase decisions; 2) Product quality had significant positive influence towards purchase decisions; 3) Services quality had significant positive impact against customer satisfaction; 4) Product quality had significant positive impact on customer satisfaction; 5) Purchasing decisions had significant positive influence on customer satisfaction variables; 6) Services quality indirectly impact customer satisfaction positive and significantly through purchase decisions ; and 7) Product quality indirectly impact customer satisfaction positively through purchase decisions. Keywords: Services quality, product quality, purchase decisions, customer satisfaction. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas pelayanan dan kualitas produk terhadap keputusan pembelian serta dampaknya kepada kepuasan pelanggan. Populasi dalam penelitian ini adalah seluruh pelanggan tetap PT. Astra Credit Companies cabang Bintaro, sedangkan sampel pada penelitian ini berjumlah 92 responden (Slovin, 10% error tolerance). Metode analisis data pada penelitian ini menggunakan program SmartPL Syang merupakan model alternative dari convariance based SEM. Hasil penelitian menunjukkan bahwa: 1) Kualitas pelayaan berpengaruh positif signifikan terhadap keputusan pembelian; 2) Kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian; 3) Kualitas pelayanan berpengaruh positif signifikan terhadap kepuasan pelanggan; 4) Kualitas produk berpengaruh positif signifikan terhadap kepuasan pelanggan; 5) Keputusan pembelian berpengaruh secara positif signifikan terhadap variabel kepuasan pelanggan; 6) Kualitas pelayanan secara tidak langsung memiliki pengaruh positif signifikan terhadap kepuasan pelanggan melalui kepuasan pembelian; dan 7) Kualitas produk secara tidak langsung memiliki pengaruh positif signifikan terhadap kepuasan pelanggan melalui keputusan pembelian. Keywords: Kualitas pelayanan, kualitas produk, keputusan pembelian, kepuasan pelanggan.
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