ILHAM, ARI IRIAWAN (2020) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN (KASUS: HANSAPLAST KOYO DI TANGERANG). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Tujuan dari penelitian ini adalah untuk mengembangkan model yang komprehensif dengan mengukur pengaruh kualitas produk, harga dan citra merek terhadap keputusan pembelian serta implikasinya pada kepuasan pelanggan. Penelitian ini menerapkan desain penelitian deskriptif dengan menggunakan metode survei. Pengambilan sampel menggunakan convinient sampling sebagai teknik pengambilan sampel. Penelitian ini menggunakan pendekatan model persamaan struktural (structural equation modeling) – Lisrel untuk menguji pengaruh signifikansi dari keseluruhan model dan jalur yang telah ditentukan sebelumnya. Temuan menunjukkan bahwa variabel kualitas produk, harga memiliki hubungan positif dan berpengaruh signifikan terhadap keputusan pembelian, tetap variabel citra merek memiliki hubungan positif namun tidak berpengaruh secara signifikan pada keputusan pembelian. Temuan lain menunjukkan bahwa keputusan pembelian memiliki hubungan positif dan berpengaruh signifikan terhadap kepuasan pelanggan. Kata kunci: Kualitas Produk, Harga, Citra Merek, Keputusan Pembelian dan Kepuasan Pelanggan The purpose of this research is to develop a comprehensive model by measuring the effect of product quality, price and brand image on purchasing decisions and their implications for customer satisfaction. This research applies a descriptive research design using survey methods. Sampling uses convinient sampling as a sampling technique. This study uses the structural equation modeling (Lisrel) approach - Lisrel to test the influence of the significance of the overall model and predetermined pathway. The findings show that product quality, price variables have a positive relationship and have a significant effect on purchasing decisions, but brand image variables have a positive relationship but do not significantly influence purchasing decisions. Other findings show that purchasing decisions have a positive relationship and have a significant effect on customer satisfaction. Keywords: Product Quality, Price, Brand Image, Purchasing Decisions and Customer Satisfaction
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-20-013 |
| NIM/NIDN Creators: | 55116120089 |
| Uncontrolled Keywords: | Product Quality, Price, Brand Image, Purchasing Decisions and Customer Satisfaction, Kualitas Produk, Harga, Citra Merek, Keputusan Pembelian dan Kepuasan Pelanggan, Manajemen pemasaran |
| 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: | MYTHA ALVIANA SARI |
| Date Deposited: | 16 Feb 2022 06:36 |
| Last Modified: | 18 Jun 2022 02:52 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56194 |
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