PENGARUH KUALITAS PELAYANAN, HARGA DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN (Studi Kasus pada Pelanggan PT Indosat Ooredoo di DKI Jakarta)

PRIMADHANA, REZA (2018) PENGARUH KUALITAS PELAYANAN, HARGA DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN (Studi Kasus pada Pelanggan PT Indosat Ooredoo di DKI Jakarta). S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan (X1), harga (X2) dan citra merek (X3) terhadap kepuasan pelanggan (Y) IM3 Indosat Ooredoo (studi kasus pelanggan Indosat Ooredoo di DKI Jakarta). Berdasarkan pra survey yang dilakukan oleh penulis, terlihat bahwa kualitas pelayanan, harga dan citra merek merupakan faktor penting yang mempengaruhi kepuasan pelanggan Indosat Ooredoo. Penelitian ini dikelompokkan menjadi deskriptif dan asosiatif dengan analisis kuantitatif. Teknik sampling yang digunakan adalah non probablity sampling dengan menggunakan sistem purposive sampling yang dianggap memiliki peluang yang sama. Penelitian ini dilakukan dengan metode kuesioner kepada 280 pelanggan Indosat Ooredoo di DKI Jakarta. Analisis kuantitatif meliputi uji validitas dan reliabilitas, uji asumsi klasik, koefisien determinasi R2 , uji F, uji t dan analisis regresi berganda. Nilai R2 sebesar 0,787 menunjukkan bahwa 78,7% kepuasan pelanggan yang dicapai memang dipengaruhi oleh variabel independen (kualitas pelayanan, harga dan citra merek) yang digunakan dalam penelitian ini. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan, harga dan citra merek berpengaruh signifikan terhadap kepuasaan pelanggan. Sehingga, perusahaan sebaiknya melakukan evaluasi terhadap ketiga variabel tersebut, terutama dimensi cepat tanggap pada pelayanan, harga yang sesuai dengan kualitas dan meningkatkan reputasi dengan menerapkan Market Driven Strategy. Kata kunci: kualitas pelayanan, harga, citra merek, kepuasan pelanggan This study aims to analyze the effect of service quality (X1), price (X2) and brand image (X3) on customer satisfaction (Y) of IM3 Indosat Ooredoo (case study of Indosat Ooredoo customer in DKI Jakarta) . Based on pre survey, it was shown that quality of service quality, price and brand image were important factors affecting Indosat Ooredoo customer satisfaction. This study was grouped into descriptive and associative study with quantitive analysis. Sampling technique used was non probablity sampling by using purposive sampling system of sample that considered to have equal chance. This study was conducted by questionnaire method to 280 customers of Indosat Ooredoo in DKI Jakarta. Quantitive analysis includes validity and reliability test, classical assumption test, coefficient of determination R2 , F test, t-test and multiple regression analysis. R2 value of 0.787 indicates that 78.7% customer satisfaction achieved was indeed influenced by independent variables (service quality, price and brand image) used in this study. The results shown that service quality, price and brand image have a significant effect on customer satisfaction. Companies should evaluate these three variables, especially the dimensions of responsiveness of service, perceived prices-quality and enhance reputation by implementing Market Driven Strategy. Keyword: service quality, price, brand image, customer satisfaction

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