Analisis Pengaruh Harga, Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Pada Galeri Indonesia WOW LLP KUKM di Jakarta

ASTIKA, (2017) Analisis Pengaruh Harga, Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Pada Galeri Indonesia WOW LLP KUKM di Jakarta. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to analyze and determine the effect of price, product quality and service quality to customer satisfaction through purchasing decisions. The sampling method used is accidental sampling. Of the population of 1102 people, 293 people meet the criteria to be as a sample. The type of this research is explanatory that is aim to find influence from independent variable, that is influence of price, product quality and service quality to dependent variable influence that is purchasing decision and consumer satisfaction. The results showed that the variable price, product quality and service quality have a positive influence on customer satisfaction through purchasing decisions either partially or simultaneously. Based on the results of research, it is known that the influence of price variables, product quality and service quality to purchase decisions by 89%, the rest is determined by other factors not examined. It is also known that the influence of price variables, product quality, service quality and purchasing decisions to customer satisfaction of 95.7%, the rest is determined by other factors not examined. Intervention variable that is purchasing decision have influence to consumer satisfaction equal to 92 5% Keywords : price, product quality, service quality, purchasing decision, consumer satisfaction, linear regression. Penelitian ini bertujuan menganalisis dan mengetahui pengaruh harga, kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen melalui keputusan pembelian. Metode sampling yang digunakan adalah accidental sampling. Dari populasi 1.102 orang, 293 orang memenuhi kriteria menjadi sebagai sampel. Jenis penelitian ini adalah explanatory yaitu bertujuan untuk menemukan pengaruh dari variabel independent, yaitu pengaruh harga, kualitas produk dan kualitas pelayanan terhadap pengaruh variabel dependent yaitu keputusan pembelian dan kepuasan konsumen. Hasil penelitian menunjukkan bahwa variabel harga, kualitas produk dan kualitas pelayanan memiliki pengaruh yang positif terhadap kepuasan konsumen melalui keputusan pembelian baik secara parsial maupun simultan. Berdasarkan hasil penelitian, diketahui bahwa pengaruh variabel harga, kualitas produk dan kualitas pelayanan terhadap keputusan pembelian sebesar 89%, sisanya ditentukan oleh faktor-faktor lain yang tidak diteliti. Demikian juga diketahui bahwa pengaruh variabel harga, kualitas produk, kualitas pelayanan dan keputusan pembelian terhadap kepuasan konsumen sebesar 95,7%, sisanya ditentukan oleh faktor-faktor lain yang tidak diteliti. Variabel intervening yaitu keputusan pembelian mempunyai pengaruh terhadap kepuasan konsumen sebesar 92.5% Kata kunci: harga, kualitas produk, kualitas pelayanan, keputusan pembelian kepuasan konsumen, regresi linear.

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