PERAN KEPUTUSAN PEMBELIAN MEMEDIASI KUALITAS PRODUK, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN KOPI JANJI JIWA

RIVAI, JANES (2021) PERAN KEPUTUSAN PEMBELIAN MEMEDIASI KUALITAS PRODUK, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN KOPI JANJI JIWA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research study analyses and determines the role of purchasing decisions mediating product quality, price perception, and brand image on Kopi Harapan Jiwa's customer satisfaction. The population in this study were customers of Kopi Janji Jiwa 135 respondents. The use of samples with purposive sampling technique and target customers who have bought or consumed Kopi Janji Jiwa. Stages in data analysis with a structural equation model on partial least squares to see the effect of exogenous variables on endogenous variables. The structural model is known to moderate purchasing decisions, while customer satisfaction has a strong influence. The predictive capability is large, and the model performance between the structural and measurement models is in a good category. According to hypothesis testing, it was found that product quality and price perception did not significantly affect purchasing decisions, but the brand image had a significant influence on purchasing decisions. Product quality and price perception were found to significantly affect customer satisfaction while purchasing decisions were found to have no significant effect. The brand image was found not to have a significant effect on customer satisfaction. Meanwhile, purchasing decisions found a significant influence. In purchasing decisions, there is a significant influence on customer satisfaction. Keyword: Purchase Decisions, Customer Satisfaction, Product Quality, Price Perception, Brand Image Pada suattu riset penelitian ini untuk menganalisis dan mengetahui peran keputusan pembelian memediasi kualitas produk, persepsi harga, citra merek terhadap kepuasan pelanggan kopi janji jiwa. Populasi dalam penelitian adalah pelanggan kopi janji jiwa 135 responden. Penggunaan sampel dengan teknik purposive sampling, serta sasaran pelanggan kopi janji jiwa yang sudah membeli atau mengkonsumsi. Tahapan pada analisis data dengan structural equation model pada partial least square sehingga mampu melihat pengaruh variabel eksogen terhadap variabel endogen. Model struktural diketahui memiliki pengaruh moderat terhadap keputusan pembelian, sementara itu kepuasan pelanggan memilik pengaruh kuat. Kapabilitas prediksi adalah besar, dan performa model antara model struktural dengan model pengukuran yaitu kategori baik. Menurut pengujian hipotesis ditemukan bahwa kualitas produk daan persepsi harga tidak memiliki pengaruh yang signifikan pada keputusan pembelian, namun citra merek memiliki pengaruh yang signifikan pada keputusan pembelian. Pada kualitas produk dan persepsi harga ditemukan memiliki pengaruh yang signifikan pada kepuasan pelanggan, sementara itu melalui keputusan pembelian ditemukan tidak memiliki pengaruh yang signifikan. Pada citra merek ditemukan tidak memiliki pengaruh yang signifikan pada kepuasan pelanggan, sementara itu melalui keputusan pembelian ditemukan pengaruh yang signifikan. Pada keputusan pembelian terdapat pengaruh yang signifikan terhadap kepuasan pelanggan. Kata Kunci: kepuasan pelanggan, keputusan pembelian, kualitas produk, persepsi harga, citra merek

Item Type: Thesis (S2)
NIM/NIDN Creators: 55119310045
Uncontrolled Keywords: kepuasan pelanggan, keputusan pembelian, kualitas produk, persepsi harga, citra merek
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 09 Mar 2022 03:24
Last Modified: 09 Mar 2022 03:24
URI: http://repository.mercubuana.ac.id/id/eprint/57549

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