PENGARUH PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SERTA IMPLIKASINYA PADA KEPUASAN KONSUMEN PRODUK POMPA EBARA DI JABODETABEK

SIREGAR, ROY HARRY MARTIN (2021) PENGARUH PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SERTA IMPLIKASINYA PADA KEPUASAN KONSUMEN PRODUK POMPA EBARA DI JABODETABEK. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of these research study is to know how the role of purchase decisions which is mediate, price perception and brand image towards the cutomer satisfaction for Ebara pump. Where the population of this research is Ebara customer, the sampel is been taken using purposive sampling method , whith criteria the existing Ebara customer or the who have already using Ebara pump, and samples which to be analyzed as many as 135 respondent. And these research method using is causal research which to prove the theory with analyzed quantity approachment. The research method used is causal research to prove the theory with a quantitative analysis approach. Data analysis methods using partial modeling with partial least square are used to determine how much independent variables affect the dependent variables. Research shows that the model influence on purchasing decisions is moderate and on customer satisfaction is strong, predictive capabilities are great, and the model performance between a structural model and a measuring model is fit. Hypothetical tests result in conclusions that there is a variable effect of brand image on purchase decisions, and the price perception affect the decision of the purchase. The brand image and price perception affect the customer's satisfaction.. Indirectly, brand image image and price perception affects customer satisfaction through purchase decisions, through purchase decisions. Keyword : Purchase Decisions, Customer Satisfaction, Price Perception,Brand Image Tujuan dari penelitian ini adalah membuktikan peran keputusan pembelian dalam memediasi pengaruh persepsi harga dan citra merek terhadap kepuasan konsumen pompa Ebara. Penelitian ini mengambil populasi pada konsumen pompa Ebara, adapun penentuan sampel penelitian melalui metode purposive sampling dengan kriteria adalah konsumen pompa Ebara atau pernah menggunakan pompa Ebara sebelumnya dan sampel yang dianalisis ialah sejumlah 135 responden. Penelitian ini merupakan penelitian dengan pendekatan kuantitatif Metode analisis data menggunakan SEM PLS melalui program SmartPLS. Hasil penelitian memperlihatkan model pengaruh pada keputusan pembelian adalah moderat dan terhadap kepuasan pelanggan adalah kuat, kapabilitas prediksi adalah besar, dan performa model antara model struktural dengan model pengukuran adalah fit. Hasil uji hipotesis menghasilkan kesimpulan ada pengaruh variabel harga dan citra merek terhadap keputusan pembelian berpengaruh positif dan signifikan terhadap keputusan pembelian. Persepsi Harga dan Citra merek berpengaruh positif dan signifikan terhadap kepuasan konsumen. Variabel citra merek dan persepsi harga berpengaruh positif dan signifikan terhadap kepuasan konsumen melalui keputusan pembelian. Kata kunci : Keputusan Pembelian, Kepuasan Konsumen, Persepsi Harga, Citra Merek, Partial Least Square

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