PENGARUH CITRA MEREK DAN AFTER SALES SERVICE TERHADAP KEPUTUSAN PEMBELIAN NEBULIZER OMRON DAN IMPLIKASINYA TERHADAP KEPUASAN RUMAH SAKIT DI JAKARTA

ADRIYA, BONDAN (2020) PENGARUH CITRA MEREK DAN AFTER SALES SERVICE TERHADAP KEPUTUSAN PEMBELIAN NEBULIZER OMRON DAN IMPLIKASINYA TERHADAP KEPUASAN RUMAH SAKIT DI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The purpose of this research is to analyze the effect of brand image and after sales service to the purchase decision and the effect of purchase decision to the customer satisfaction of Nebulizer Omron. The research design used is quantitative explanative research method. The research’s exogenous variables are brand image and after sales service, endogenous mediation variable is purchase decision and endogenous variable is customer satisfaction. The research’s population is the Hospital Nebulizer User in Jakarta that have been used Nebulizer Omron. The sampling technique used is convenience sampling. Sample consists of 100 respondents which are the hospitals that have been used Nebulizer Omron in Jakarta area. Primary data is obtained from the interview results or filling out the questionnaire. Secondary data is obtained from letters, notes or reports related to the research’s problems. Data collection technique used are questionnaire, interview and documentation study. Data analysis techniques consist of validity, reliability, SEM analysis and dimension correlation analysis. The research’s results showed that brand image and after sales service have a significant effect to the purchase decision and purchase decision has a significant effect to the customer satisfaction of Nebulizer Omron in Jakarta area. Keywords: Brand Image, After Sales Service, Purchase Decision, Customer Satisfaction primer diperoleh dari hasil wawancara atau pengisian kuesioner. Data sekunder diperoleh dari surat-surat, catatan atau laporan terkait dengan masalah penelitian. Teknik pengumpulan data terdiri dari angket, wawancara dan studi dokumentasi. Teknik analisis data terdiri dari validitas, reliabilitas, analisis SEM dan analisis korelasi dimensi. Hasil dari penelitian yaitu citra merek dan layanan purna jual memiliki pengaruh yang signifikan terhadap keputusan pembelian serta keputusan pembelian berpengaruh signifikan terhadap kepuasan konsumen Nebulizer Omron di area Jakarta. Kata Kunci: Citra Merek, After Sales Service, Keputusan Pembelian, Kepuasan Pelanggan

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