PENGARUH CITRA MEREK, KUALITAS PRODUK, KUALITAS LAYANAN DAN KUALITAS WEBSITE TERHADAP KEPUASAN KONSUMEN (Studi Kasus pada Konsumen Zalora di Jakarta Selatan)

MAQBULLAH, LAELA HAJAT (2017) PENGARUH CITRA MEREK, KUALITAS PRODUK, KUALITAS LAYANAN DAN KUALITAS WEBSITE TERHADAP KEPUASAN KONSUMEN (Studi Kasus pada Konsumen Zalora di Jakarta Selatan). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to analyze the influence of brand image, product quality, service quality and website quality to customer satisfaction of Zalora Indonesia. This is descriptive research and study with quantitative analysis. Sampling technique using non probability sampling by using purposive sampling technique or sampling based on certain characteristics. This research was conducted by questionnaire method to 230 consumers of Zalora Indonesia in South Jakarta. Quantitative analysis includes validity test and reliability test, classical assumption test, multiple regression analysis, t-test, coefficient of determination R2 and F-test. The results showed that the value of R2 of 0.771 indicates that independent variables consisting of brand image, product quality, service quality, and website quality can explain the dependent variable of consumer satisfaction of 77.1%. Simultaneously, the brand image, product quality, service quality, and website quality influence simultaneously to customer satisfaction with F significance value of 0.000. Partially, brand image, product quality, service quality and website quality have positive and significant effect to customer satisfaction. Keywords: brand image, product quality, service quality, website quality and customer satisfaction. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas produk, kualitas layanan dan kualitas website terhadap kepuasan konsumen Zalora Indonesia. Jenis penelitian ini adalah deskriptif, verifikatif dan satu studi berjangka waktu dengan analisis kuantitatif. Teknik pengambilan sampel menggunakan non probability sampling dengan menggunakan teknik purposive sampling atau pengambilan sampel berdasarkan karakteristik tertentu. Penelitian ini dilakukan dengan metode kuesioner terhadap 230 konsumen Zalora Indonesia di Jakarta Selatan. Kemudian dilakukan analisis terhadap data-data yang diperoleh berupa analisis kuantitatif dan kualitatif. Analisis kuantitatif meliputi uji validitas dan uji reliabilitas, uji asumsi klasik, analisis regresi berganda, uji-t, koefisien determinasi R 2 dan uji-F. Hasil penelitian menunjukkan bahwa diperoleh nilai R2 sebesar 0.771 yang menunjukkan bahwa variabel bebas yang terdiri atas citra merek, kualitas produk, kualitas layanan, dan kualitas website mampu menjelaskan variabel terikat kepuasan konsumen sebesar 77,1%. Secara simultan, citra merek, kualitas produk, kualitas layanan, dan kualitas website berpengaruh secara bersama-sama terhadap kepuasan konsumen dengan nilai signfikansi F yaitu sebesar 0.000. Secara parsial, citra merek, kualitas produk, kualitas layanan dan kualitas website berpengaruh positif dan signifikan terhadap kepuasan konsumen. Kata Kunci : citra merek, kualitas produk, kualitas layanan, kualitas website dan kepuasan konsumen.

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