WIDOWATI, RATNA (2017) PENGARUH PRODUK, HARGA DAN PROMOSI TERHADAP KEPUASAN DAN IMPLIKASINYA TERHADAP WORD OF MOUTH (WOM) PELANGGAN RUMAH SAKIT MENTENG MITRA AFIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The aims of this research were to analyze and to examine the effects of product, cost and promotion toward the satisfication and the implication about custumer’s word of mouth at Menteng Mitra Afia Hospital. This research held at MMA Hospital and it was distributed to 93 respondents. The methodology used in this research was 2 steps- path analysis. The result of this research show that product, cost, and promotion have significant effect both individually and colectively toward satisfication. In the other hand, the product, cost and promotion have significant effect both individually and collectively toward customer’s word of mouth. Variable of satisfication gives the biggest effect to word of mouth. The recommendations from this research are the company should make different products with other hospital services in variable of product and it should hold the further research in regard to loyalty. Keywords: Product, Cost, Promotion, Satisfication, Word Of Mouth. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh produk, harga dan promosi terhadap kepuasan dan impilkasinya terhadap word of mouth pelanggan Rumah Sakit Menteng Mitra Afia. Penelitian ini dilakukan di rumah sakit MMA disebarkan kepada 93 responden. Metodologi yang di gunakan dalam penelitian ini adalah analisis jalur 2 langkah. Hasil penelitian menunjukan bahwa produk, harga dan promosi berpengaruh secara signifikan baik secara individu atau bersama-sama terhadap kepuasan. Selain itu produk, harga dan promosi berpengaruh secara signifikan baik secara individu atau bersama-sama terhadap word of mouth pelanggan. Variabel kepuasan memiliki pengaruh terbesar terhadap word of mouth. Rekomendasi dari penelitian ini adalah perusahaan perlu membuat inovasi produk yang berbeda dengan layanan rumah sakit lain dalam variabel produk dan perlu dilakukan penelitian lebih lanjut mengenai loyalitas. Kata kunci: Produk, Harga, Promosi, Kepuasan,Word Of Mouth, Analisis Jalur
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-17-141 |
| NIM/NIDN Creators: | 55114110075 |
| Uncontrolled Keywords: | Product, Cost, Promotion, Satisfication, Word Of Mouth. Produk, Harga, Promosi, Kepuasan,Word Of Mouth, Analisis Jalur. MPS, MANAJEMEN PEMASARAN |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | RIA SYAFITRI |
| Date Deposited: | 23 Jul 2022 03:00 |
| Last Modified: | 23 Jul 2022 03:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/65937 |
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