“Pengaruh Penanganan Keluhan, Persepsi Harga dan Citra Merek terhadap Kepuasan serta Dampaknya terhadap Niat Berperilaku”

HASTUTI, DWI (2019) “Pengaruh Penanganan Keluhan, Persepsi Harga dan Citra Merek terhadap Kepuasan serta Dampaknya terhadap Niat Berperilaku”. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to analyze the effect of complaint handling, perceived price and brand image on customer satisfaction and their impact on behavioral intention. Primary data were obtained by distributing the questionnaire to the target respondents, i.e., customers of Maybank Finance. Using a convenience sampling techniques, a total sample of 100 respondents was obtained. Data were analyzed using path analysis. The results showed that handling of complaints, perceived price and brand image together (simultaneous) had a significant effect on satisfaction. Brand image was found to have a dominant effect on satisfaction. Further analysis showed that handling of complaints, perceived price, brand image and satisfaction together (simultaneous) had a significant influence on behavioral intention. Perceived price was found to have a dominant effect on the behavioral intention. Satisfaction was found to moderate behavior. It is suggested the company should continue to strive to increase the satisfaction of customers. Keyword: complaint handling, price perception, brand image, satisfaction, behavioral intention. Penelitian ini bertujuan untuk menganalisis pengaruh dari penanganan keluhan, persepsi harga dan citra merek terhadap kepuasan dan dampaknya terhadap niat berperilaku. Data primer diperoleh dengan mendistribusikan quesioner terhadap konsumen Maybank Finance. Dengan menggunakan teknik sampling, data yang diperoleh sebanyak 100 responden. Dimana data tersebut diolah menggunakan analisis jalur. Hasil dari penelitian tersebut menunjukan bahwa penanganan keluhan, persepsi harga dan citra merek secara bersama sama berpengaruh signifikan terhadap kepuasan. Citra merek memiliki pengaruh yang paling kuat atau dominan terhadap kepuasan. Lebih lanjut hasil analisis ini menunjukkan bahwa penanganan keluhan, persepsi harga, citra merek dan kepuasan secara bersama sama mempunyai pengaruh yang signifikan terhadap niat berperilaku. Persepsi harga mempunyai pengaruh yang paling kuat atau dominan terhadap niat berperilaku. Kepuasan mendorong untuk berperilaku baik. Disarankan Perusahaan harus terus berusaha meningkatkan kepuasan konsumennya. Kata kunci : penanganan keluhan, persepsi harga, citra merek, kepuasan, niat berperilaku.

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