SUPRIANTO, AGUS (2019) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUASAN PELANGGAN KARTU SELULER TELKOMSEL DI PT RUSLI VINILON SAKTI CILEUNGSI, BOGOR. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Kepuasan Pelanggan adalah perasaan senang atau kecewa yang muncul setelah membandingkan kinerja produk yang dipikirkan terhadap kinerja yang diharapkan. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Harga, dan Citra merek Terhadap Kepuasan Pelanggan Kartu Seluler Telkomsel. Dalam penelitian ini digunakan metode survei. Populasinya adalah karyawan PT Rusli Vinilon Sakti, dengan pendekatan proporsi maka diperoleh sampel sebanyak 100 responden. Pengambilan sampel menggunakan Convinance Sampling dengan menggunakan kuesioner. Metode yang digunakan adalah analisis regresi linier berganda. Hasil penelitian ini menunjukkan Kualitas Produk, Harga, dan Citra merek Terhadap Kepuasan Pelanggan Kartu Seluler Telkomsel secara parsial berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Hal ini dibuktikan dari hasil uji analisis linier berganda yang menunjukkan nilai signifikan dari variabel-variabel yang mendukung hipotesis. Oleh karena itu, hasil dari penelitian ini menyatakan bahwa terdapat pengaruh dari Kualitas Produk, Harga, dan Citra merek Terhadap Kepuasan Pelanggan Kartu Seluler Telkomsel di PT Rusli Vinilon Sakti. Kata Kunci: Kualitas Produk, Harga, Citra merek, Kepuasan Pelanggan ABSTRAK Customer Satisfaction is a feeling of pleasure or disappointment that arises after comparing the product performance that is thought of the expected performance. This study aims to determine the effect of Product Quality, Price, and Brand Image on Telkomsel Cellular Card Customer Satisfaction. In this study survey method was used. The population is employees of PT Rusli Vinilon Sakti, with a proportional approach, a sample of 100 respondents was obtained. Sampling uses Convinance Sampling using a questionnaire. The method used is multiple linear regression analysis with SPSS 25 program. The results of this study indicate Product Quality, Price, and Brand Image of Telkomsel Cellular Card Customer Satisfaction partially have a positive and significant effect on Customer Satisfaction. This is evidenced from the results of multiple linear analysis tests that show significant values of the variables that support the hypothesis. Therefore, the results of this study state that there are effects of Product Quality, Price, and Brand Image on Telkomsel Cellular Card Customer Satisfaction at PT Rusli Vinilon Sakti. Keywords: Product Quality, Price, Brand Image, Customer Satisfaction
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 19 023 |
| NIM/NIDN Creators: | 43115310044 |
| Uncontrolled Keywords: | Kata Kunci: Kualitas Produk, Harga, Citra merek, Kepuasan 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 28 Jul 2022 04:30 |
| Last Modified: | 28 Jul 2022 04:30 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/66347 |
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