PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN (Studi pada PT Srikandi Diamond Motors, Cabang Pos Pengumben, Jakarta)

PUTRA, ADITYA PERMANA (2020) PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN (Studi pada PT Srikandi Diamond Motors, Cabang Pos Pengumben, Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and analyze the effect of product quality, service quality, and price on customer satisfaction and its impact on customer loyalty. The population in this study were all customers of PT. Srikandi Diamonds Motor, Pos Pengumben Branch, Jakarta. The research sample was 200 customers. The sampling technique used is convenience sampling. The data collection method used the survey method with the data collection instrument in the form of a questionnaire. Furthermore, the data were processed through SmartPLS version 3 and the Data Analysis Method using PLS-SEM. Finally, the results of this study conclude that Product Quality, Service Quality, and Price, respectively, have a positive and significant effect on Customer Satisfaction; Service Quality and Price, respectively, have a positive and significant effect on Customer Loyalty, and Product Quality has a positive but insignificant effect on Customer Loyalty. Then, Customer Satisfaction Mediates (Full Mediation) the influence of Product Quality on Customer Loyalty, and also the influence of Service Quality and Price, respectively mediated (Partial Mediation) by Customer Satisfaction Keywords: Product Quality, Service Quality, Price, Customer Satisfaction, Customer Loyalty Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas produk, kualitas layanan, dan harga terhadap kepuasan pelanggan serta dampaknya terhadap loyalitas pelanggan. Populasi dalam penelitian adalah seluruh pelanggan PT. Srikandi Diamonds Motor Cabang Pos Pengumben, Jakarta. Sampel penelitian berjumlah 200 pelanggan. Teknik Sampling yang digunakan adalah Convenience Sampling. Metode Pengumpulan Data menggunakan Metode Survei dengan Instrumen Pengumpulan Data berupa Kuesioner. Selanjutnya, data diolah dengan SmartPLS versi 3 dan Metode Analisis Data dengan PLS-SEM. Akhirnya, Hasil Penelitian ini menyimpulkan bahwa Kualitas Produk, Kualitas Layanan, dan Harga, masing-masing berpengaruh positif dan siginifikan terhadap Kepuasan Pelanggan; Kualitas Layanan dan Harga, masing-masing berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan, serta Kualitas Produk berpengaruh positif namun tidak signifikan terhadap Loyalitas Pelanggan. Kemudian, Kepuasan Pelanggan Memediasi (Full Mediation) pengaruh Kualitas Produk terhadap Loyalitas Pelanggan, dan juga pengaruh Kualitas Layanan dan Harga, masing-masing dimediasi (Partial Mediation) oleh Kepuasan Pelanggan. Kata Kunci: Kualitas Produk, Kualitas Layanan, Harga, Kepuasan Pelanggan, Loyalitas Pelanggan

Item Type: Thesis (S1)
NIM/NIDN Creators: 43115120391
Uncontrolled Keywords: Kualitas Produk, Kualitas Layanan, Harga, Kepuasan Pelanggan, Loyalitas Pelanggan
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.9 Office Services in Specific Kinds of Enterprises/Layanan Kantor untuk Perusahaan Tertentu
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 27 May 2024 02:14
Last Modified: 27 May 2024 02:14
URI: http://repository.mercubuana.ac.id/id/eprint/53323

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