PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN, DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SERTA IMPLIKASINYA TERHADAP KEPUASAN PELANGGAN PADA LAYANAN INDIHOME

PAMUJI, AGUNG (2022) PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN, DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SERTA IMPLIKASINYA TERHADAP KEPUASAN PELANGGAN PADA LAYANAN INDIHOME. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of product quality, service quality, and brand trust on purchasing decisions and their implications for customer satisfaction with indihome services. The object of this research is indihome users domiciled in the DKI Jakarta area. This research was conducted on 145 respondents. Determination of sample size using purposive sampling technique. The approach used in this research is Structural Equation Model (SEM) with Smart-PLS analysis tool. The results of this study state that product quality significantly affects purchasing decisions, service quality significantly affects purchasing decisions, brand trust significantly affects purchasing decisions, product quality does not significantly affect customer satisfaction, service quality significantly affects customer satisfaction, brand trust has no effect significantly to customer satisfaction and purchasing decisions have no significant effect on customer satisfaction Keywords: Product Quality, Service Quality, Brand Trust, Purchase Decision, Customer Satisfaction Penelitian ini untuk mengetahui pengaruh kualitas produk, kualitas layanan, dan kepercayaan merk terhadap keputusan pembelian serta implikasinya terhadap kepuasan pelanggan pada layanan indihome. Objek penelitian ini adalah pengguna indihome berdomisili di wilayah DKI Jakarta. Penelitian ini dilakukan terhadap 145 responden. Penentuan ukuran sampel menggunakan teknik purposive sampling. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan kualitas produk secara signifikan mempengaruhi keputusan pembelian, kualitas layanan secara signifikan mempengaruhi keputusan pembelian, kepercayaan merk secara signifikan mempengaruhi keputusan pembelian, kualitas produk tidak berpengaruh secara signifikan terhadap kepuasan pelanggan, kualitas layanan secara signifikan mempengaruhi kepuasan pelanggan, kepercayaan merk tidak berpengaruh secara signifikan terhadap kepuasan pelanggan serta keputusan pembelian tidak berpengaruh secara signifikan terhadap kepuasan pelanggan Kata Kunci: Kualitas Produk, Kualitas Layanan, Kepercayaan Merk, Keputusan Pembelian, Kepuasan Pelanggan

Item Type: Thesis (S2)
Call Number CD: CD/551. 22 077
Call Number: TM/51/22/064
NIM/NIDN Creators: 55119110071
Uncontrolled Keywords: Kualitas Produk, Kualitas Layanan, Kepercayaan Merk, Keputusan Pembelian, Kepuasan Pelanggan
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
Divisions: Pascasarjana > Magister Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 10 Nov 2022 08:06
Last Modified: 10 Nov 2022 08:06
URI: http://repository.mercubuana.ac.id/id/eprint/71535

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