PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN DIMODERASI KEPUTUSAN PEMBELIAN ROBOTIC PALLETIZER (Studi Kasus pada Fuji Yusoki Kogyo)

IRAWAN, RYAN (2021) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN DIMODERASI KEPUTUSAN PEMBELIAN ROBOTIC PALLETIZER (Studi Kasus pada Fuji Yusoki Kogyo). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to find out those influence from Product Quality, and Brand Image towards Buying Decisions and its Implications to Customer Satisfaction at Fuji Yusoki Kogyo. This type of research was catagorized as descriptive analytics research. While population was customers from Fuji Yusoki Kogyo totalling of 56 customers according to December 2020 company's internal data. The analysis technique used path analysis through SmartPLS version 3.3. The results from this research was indicate that (1) Product Quality has huge impact to Buying Decision (2) Brand Image has significant influence over Buying Decision (3) Buying Decision has undefinable effect to Customer Satisfaction (4) Product Quality has marked affects towards Customer Satisfaction, and (5) Brand Image has huge impact on Customer Satisfaction. Keywords: Product Quality, Brand Image, Buying Decisions, Customer Satisfaction. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, dan Citra Merek terhadap Keputusan Pembelian dan Implikasinya terhadap Kepuasan Pelanggan di Fuji Yusoki Kogyo. Jenis penelitian ini termasuk penelitian deskriptif analitik. Sedangkan populasinya adalah pelanggan Fuji Yusoki Kogyo yang berjumlah 56 pelanggan menurut data internal perusahaan bulan Desember 2020. Teknik analisis menggunakan analisis jalur melalui SmartPLS versi 3.3. Hasil dari penelitian ini menunjukkan bahwa (1) Kualitas Produk berpengaruh besar terhadap Keputusan Pembelian (2) Citra Merek berpengaruh signifikan terhadap Keputusan Pembelian (3) Keputusan Pembelian memiliki pengaruh yang tidak dapat ditentukan terhadap Kepuasan Pelanggan (4) Kualitas Produk berpengaruh signifikan terhadap Kepuasan Pelanggan, dan (5) Citra Merek berpengaruh besar terhadap Kepuasan Pelanggan. Kata Kunci: Kualitas Produk, Citra Merek, Keputusan Pembelian, Kepuasan Pelanggan.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55119310039
Uncontrolled Keywords: Kualitas Produk, Citra Merek, 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 > 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: 19 Feb 2022 08:18
Last Modified: 01 Jul 2023 07:00
URI: http://repository.mercubuana.ac.id/id/eprint/56021

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