PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN KARTU PRABAYAR TELKOMSEL MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI

MAULANA, LUQMANUL HAKIM AGUNG (2019) PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN KARTU PRABAYAR TELKOMSEL MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Product Quality and Price Perception on Customer Satisfaction in shaping Telkomsel Prepaid Card Customer Loyalty at Mercu Buana University, West Jakarta. The subjects in this study were Telkomsel prepaid card customers at the University of Mercu Buana, West Jakarta. The sample used in this study was 103 respondents. The sampling technique uses purposive sampling. By using a descriptive-quantitative approach. The analysis used is statistical analysis in the form of SPSS. The results of this study indicate that Product Quality directly has no significant positive effect on Customer Loyalty, Price Perception directly has a significant positive effect on Customer Loyalty, Customer Satisfaction has a significant positive effect on Customer Loyalty, Product Quality and Price Perception significant positive effect on Customer Loyalty through Satisfaction Telkomsel prepaid card customers. Keywords: Product Quality, Price Perception, Customer Satisfaction, Customer Loyalty. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk dan Persepsi Harga terhadap Kepuasan Pelanggan dalam membentuk Loyalitas Pelanggan Kartu Prabayar Telkomsel di Universitas Mercu Buana Jakarta Barat. Subjek dalam penelitian ini adalah pelanggan kartu prabayar Telkomsel di Univesitas Mercu Buana Jakarta Barat. Sampel yang digunakan dalam penelitian ini adalah sebanyak 103 responden. Teknik pengambilan sampel mnggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif-kuantitatif. Anilisis yang digunakan adalah analisis statistik dalam bentuk SPSS. Hasil penelitian ini menunjukkan bahwa Kualitas Produk secara langsung berpengaruh positif tidak signifikan terhadap Loyalitas Pelanggan, Persepsi Harga secara langsung berpengaruh positif signifikan terhadap Loyalitas Pelanggan, Kepuasan Pelanggan berpengaruh positif signifikan terhadap Loyalitas Pelanggan, Kualitas Produk dan Persepsi Harga berpengaruh positif signifikan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan kartu prabayar Telkomsel. Kata Kunci: Kualitas Produk, Persepsi Harga, Kepuasan Pelanggan, Loyalitas Pelanggan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 405
NIM/NIDN Creators: 43115010335
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Kepuasan Pelanggan, 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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 24 May 2022 04:13
Last Modified: 24 May 2022 04:13
URI: http://repository.mercubuana.ac.id/id/eprint/61129

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