ADITYA, ADITYA (2018) PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN SERTA IMPLIKASINYA TERHADAP LOYALITAS PELANGGAN TERIGU HIKARI. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
PT. Bungasari Flour Mills is a flour producer in Indonesia that has the brand of Hikari flour. In running its business, PT. Bungasari Flour Mills has high standards so that its products can be well received by customers without claims from its customers. But in reality PT. Bungasari Flour Mills has received claims about product quality and service quality from its customers. This can make its customers become dissatisfied with the quality of products produced by PT. Bungasari Flour Mills and the services provided to its customers, which in turn can cause these customers to become disloyal to buy back Hikari flour from PT. Bungasari Flour Mills. In this study, purposive sampling method was used with the provision of samples in the form of people who have used Hikari flour. The sample in this study amounted to 47 respondents. The analytical tool used in this study is path analysis using the SPSS 21 program. The results showed that there was an influence between product quality on customer satisfaction. This means that the higher the quality of the product, the customer satisfaction will increase. There is an influence between service quality on customer satisfaction. This means that the higher the quality of service, the customer satisfaction will increase. There is an influence between customer satisfaction and customer loyalty. This means that the higher the customer satisfaction, the customer loyalty will increase. Key Words: path analysis, product quality, service quality, customer satisfaction and customer loyalty PT. Bungasari Flour Mills merupakan produsen tepung terigu di Indonesia yang mempunyai merek terigu Hikari. Dalam menjalankan usahanya PT. Bungasari Flour Mills memiliki standar yang tinggi agar produk-produknya tersebut dapat diterima dengan baik oleh pelanggan tanpa adanya klaim dari pelanggannya. Tetapi dalam kenyataannya PT. Bungasari Flour Mills telah mendapatkan klaim mengenai kualitas produk dan kualita pelayanan dari pelanggannya. Hal tersebut dapat membuat para pelanggannya menjadi tidak puas terhadap kualitas produk yang dihasilkan oleh PT. Bungasari Flour Mills dan pelayanan yang diberikan kepada pelanggannya, yang pada akhirnya dapat menyebabkan pelanggan tersebut menjadi tidak loyal untuk membeli kembali terigu Hikari dari PT. Bungasari Flour Mills. Dalam penelitian ini digunakan metode purposive sampling dengan ketentuan sampel berupa orang yang sudah pernah memakai terigu Hikari. Sampel dalam penelitian ini berjumlah 47 responden. Alat analisis yang digunakan dalam penelitian ini adalah analisis path menggunakan program SPSS 21. Hasil penelitian menunjukkan bahwa Terdapat pengaruh antara kualitas produk terhadap kepuasan pelanggan. Artinya semakin tinggi kualitas produk maka kepuasan pelanggan akan meningkat. Terdapat pengaruh antara kualitas pelayanan terhadap kepuasan pelanggan. Artinya semakin tinggi kualitas pelayanan maka kepuasan pelanggan akan meningkat. Terdapat pengaruh antara kepuasan pelanggan terhadap loyalitas pelanggan. Artinya semakin tinggi kepuasan pelanggan maka loyalitas pelanggan akan meningkat. Kata kunci: analisis path, kualitas produk, kualitas pelayanan, kepuasan pelanggan dan loyalitas pelanggan
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-18-133 |
| NIM/NIDN Creators: | 55114120043 |
| Uncontrolled Keywords: | path analysis, product quality, service quality, customer satisfaction and customer loyalty.analisis path, kualitas produk, kualitas pelayanan, kepuasan;Manajemen Pemasaran;MPS pelanggan dan loyalitas pelanggan |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MYTHA ALVIANA SARI |
| Date Deposited: | 15 Mar 2022 04:50 |
| Last Modified: | 06 Jul 2022 07:10 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57986 |
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