PENGARUH KUALITAS PRODUK, PROMOSI DAN PERCEIVED VALUE TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA GRAB FOOD

ERDIANSYAH, DIAN (2021) PENGARUH KUALITAS PRODUK, PROMOSI DAN PERCEIVED VALUE TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN PADA GRAB FOOD. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to see and analyze the effect of product quality, promotion, and perceived value on customer loyalty through the mediating variable of customer satisfaction. This study uses a population of Grab Food customers with a sample of 125 respondents using purposive sampling method with the criteria of respondents being Grab Food customers or had used Grab Food three times. The research design used is causal research to prove the theory with quantitative analysis methods using Structural Equation Model - Partial Least Square, using SmartPLS 3. The results of hypothesis testing conclude that product quality, promotion, and perceived value variables affect customer satisfaction. Product quality and promotion variables do not affect customer loyalty. Perceived value affects customer loyalty. Customer satisfaction does not affect customer loyalty, customer satisfaction unable to mediate the effect of product quality, promotion, and perceived value on customer loyalty. Keyword: Product Quality, Promotion, Perceived Value, Customer Satisfaction, Customer Loyalty. Tujuan penelitian ini adalah untuk melihat pengaruh kualitas produk, promosi perceived value terhadap loyalitas pelanggan melalui variabel mediasi Kepuasan Pelanggan. Penelitian ini menggunakan populasi dari pelanggan Grab Food dengan sampel yang diambil sebanyak 125 responden menggunakan metode survei purposive sampling dengan kriteria responden adalah pelanggan Grab Food atau sudah pernah menggunakan aplikasi Grab Food sebanyak 3 kali. Desain penelitian ini menggunakan metode riset kausal guna membuktikan teori dengan metode analisis kuantitatif dengan metode Structural Equation Model - Partial Least Square menggunakan Software SmartPLS 3. Hasil pengujian hipotesis menyimpulkan bahwa variabel kualitas produk, promosi dan perceived value berpengaruh terhadap kepuasan pelanggan. Variabel kualitas produk dan promosi tidak berpengaruh terhadap loyalitas pelanggan. Perceived value berpengaruh terhadap loyalitas pelanggan. Kepuasan pelanggan tidak berpengaruh terhadap loyalitas pelanggan, sehingga tidak mampu memediasi pengaruh kualitas produk, promosi dan perceived value terhadap loyalitas Pelanggan. Kata Kunci: Kualitas Produk, Promosi, Perceived Value, Kepuasan Pelanggan, Poyalitas Pelanggan

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