Kaunang, Deni Rizal (2019) ANALISIS PENINGKATAN KEPUTUSAN PELANGGAN AKSESORIS TOYOTA DKI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to analyze the effect of price, quality, personal selling, internet marketing and dealer location in Toyota accessories customer satisfaction in DKI Jakarta. Sampling method used was probability sampling by using cluster sampling. This research was conducted by questionnaire method, done to 165 customers of Toyota accessories who met criteria to be sampled. This research uses quantitative method with multiple linear regression which is processed using SPSS 25.0. The results showed that 58,7% customer satisfaction achieved was indeed influenced by independent variables (price, quality, personal selling, internet marketing and dealer location). Price, quality, personal selling, internet marketing and dealer location simultaneously had a positive and significant affect on customer satisfaction. Partially showed that price, quality, internet marketing and dealer location had a positive and significant affect on customer satisfaction. Meanwhile, personal selling which shown that had a positif and not significant affect on customer satisfaction. Internet marketing is most significant variable in influencing Toyota accessories customer satisfaction in DKI Jakarta. Keywords: price, quality, personal selling, internet marketing, dealer location, customer satisfaction, accessories. Penelitian ini bertujuan untuk menganalisis pengaruh dari harga, kualitas, personal selling, internet marketing dan lokasi dealer terhadap kepuasan pelanggan aksesoris Toyota di DKI Jakarta. Metode sampling yang digunakan adalah probability sampling tipe cluster sampling. Penelitian ini dilakukan dengan metode kuesioner terhadap 165 pengguna aksesoris Toyota yang memenuhi kriteria menjadi sampel. Metode analisis yang digunakan dalam penelitian ini adalah metode kuantitatif dengan regresi linier berganda yang diproses dengan SPSS 25.0. Hasil penelitian menunjukkan bahwa 58,7% kepuasan pelanggan yang dicapai memang dipengaruhi oleh variabel independen (harga, kualitas, personal selling, internet marketing dan lokasi dealer). Secara simultan menunjukkan harga, kualitas, personal selling, internet marketing dan lokasi dealer berpengaruh secara positif dan signifikan terhadap kepuasan pelanggan. Secara parsial menunjukkan bahwa harga, kualitas, internet marketing, dan lokasi dealer berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Sedangkan, personal selling berpengaruh positif dan tidak signifikan terhadap kepuasan pelanggan. Internet marketing merupakan variabel yang paling besar pengaruhnya terhadap kepuasan pelanggan aksesoris Toyota DKI Jakarta. Kata Kunci: harga, kualitas, personal selling, internet marketing, lokasi dealer, kepuasan konsumen, aksesoris.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-19-021 |
| Call Number: | T-51-MPS-19-012 |
| NIM/NIDN Creators: | 55117120030 |
| Uncontrolled Keywords: | price, quality, personal selling, internet marketing, dealer location,customer satisfaction, accessories.harga, kualitas, personal selling, internet marketing, lokasi dealer, kepuasan konsumen, aksesoris. Manajemen Pemasaran (MPS) |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 15 Feb 2022 07:18 |
| Last Modified: | 18 Jun 2022 05:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56106 |
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