HARRIS, AULIA (2021) PENGENDALIAN KUALITAS JASA PEMELIHARAAN ELEVATOR DAN ESCALATOR DI PT ABC SURABAYA. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the relationship between service quality, product quality and trust in the decision to use brand image as an intervening medium in elevator and escalator service providers. This type of research is an explanatory research type using quantitative descriptive research methods. The sample used in this study was 70 respondents using probability sampling method. Data were collected and processed using the SEM-PLS (Structural Equation Model-Partial Least Square) method through the SmartPLS version 3.3.3 software. The results of the analysis in this study indicate that: (1) service quality has a positive and significant effect on brand image; (2) product quality has a positive and significant effect on brand image; (3) trust has a positive and significant effect on the decision to use; (4) service quality has a positive and significant effect on usage decisions; (5) brand image has a positive and significant effect on usage decisions; (6) there is a positive and significant effect between service quality on the decision to use the brand image as a mediating variable; (7) there is a positive and significant influence between product quality on the decision to use the brand image as a mediating variable. Keywords: Service Quality, Product Quality, Trust, Brand Image, Usage Decision Penelitian ini bertujuan untuk menganalisis keterkaitan kualitas layanan, kualitas produk dan kepercayaan terhadap keputusan penggunaan dengan citra merek sebagai media intervening pada perusahaan penyedia jasa perawatan elevator dan escalator. Tipe penelitian ini adalah tipe penelitian yang bersifat explanatory research dengan menggunakan metode penelitian deskriptif kuantitatif. Sampel yang digunakan penelitian ini adalah sebanyak 70 responden dengan menggunakan metode probability sampling. Data dikumpulkan dan diolah menggunakan metode SEM-PLS (Structural Equation Model-Partial Least Square) melalui software SmartPLS Versi 3.3.3. Hasil hasil analisis dalam penelitian ini menunjukkan bahwa: (1) kualitas layanan berpengaruh positif dan signifikan terhadap citra merek; (2) kualitas produk berpengaruh positif dan signifikan terhadap citra merek; (3) kepercayaan berpengaruh positif dan signifikan terhadap keputusan penggunaan; (4) kualitas layanan berpengaruh positif dan signifikan terhadap keputusan penggunaan; (5) citra merek berpengaruh positif dan signifikan terhadap keputusan penggunaan; (6) terdapat pengaruh positif dan signifkan antara kualitas layanan terhadap keputusan keputusan penggunaan dengan citra merek sebagai variabel mediasi; (7) terdapat pengaruh positif dan signifkan antara kualitas produk terhadap keputusan keputusan penggunaan dengan citra merek sebagai variabel mediasi. Kata Kunci: Kualitas Layanan, Kualitas Produk, Kepercayaan, Citra Merek, Keputusan Penggunaan
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