PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PT. BCA FINANCE

SENTHANU, I GEDE DHARMA (2019) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PT. BCA FINANCE. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

This study aims to examine and analyze the effect of product quality, service quality and brand image on PT. BCA Finance’s customer satisfaction. The research will be accomplished using a quantitative approach, while the method used to analyze the results of the study is multiple linear regression. The population in this study were all consumers who had used PT BCA Finance's financial services that came to the Bekasi branch office, which amounted to 150 consumers and a total sample of 109 respondents taken using non-probability sampling techniques with the type of sampling used was purposive sampling. The results showed that (1) there is a significant positive influence between product quality on consumer satisfaction, (2) there is a significant positive influence between service quality on consumer satisfaction, (3) there is a significant positive influence between brand image on customer satisfaction, (4) product quality, service quality, brand image on customer satisfaction simultaneously gave a positive and significant influence. Keywords: product quality, service quality, brand image, customer satisfaction Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas produk, kualitas pelayanan dan citra merek terhadap kepuasan konsumen PT. BCA Finance. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif, sedangkan metode yang digunakan untuk menganalisis hasil penelitian adalah regresi linier berganda. Populasi dalam penelitian ini adalah seluruh konsumen yang sudah pernah menggunakan jasa pembiayaan PT BCA Finance yang datang ke kantor cabang Bekasi, yang berjumlah 150 orang konsumen dan jumlah sampel sebanyak 109 responden yang diambil dengan menggunakan teknik non probability sampling dengan jenis sampling yang digunakan ialah purposive sampling. Berdasarkan hasil penelitian, dibuktikan bahwa (1) terdapat pengaruh positif yang signifikan antara kualitas produk terhadap kepuasan konsumen, (2) terdapat pengaruh positif signifikan antara kualitas pelayanan terhadap kepuasan konsumen, (3) terdapat pengaruh positif signifikan antara citra merek terhadap kepuasan konsumen, (4) kualitas produk, kualitas pelayanan, citra merek terhadap kepuasan konsumen secara bersama-sama (simultan) menunjukkan pengaruh positif dan signifikan. Kata Kunci: kualitas produk, kualitas pelayanan, citra merek, kepuasan pelanggan

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