PENGARUH PRODUK, HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN WATERFRONT ESTATE LIPPO CIKARANG

Septiawati, Mayang Sari (2022) PENGARUH PRODUK, HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN WATERFRONT ESTATE LIPPO CIKARANG. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Marketing mix and service quality are important in providing satisfaction for consumers at Waterfront Estate, Lippo Cikarang. The company’s success in providing qualified service and product for consumers can yield the achievement of high market segment and increasing profit for the company itself. The phenomenon found in the research there was complaint about consumers’ dissatisfaction with the product and the service quality. The objective of the research was to test the influence of product, price, and location and service quality of the consumers of Waterfront Estate, Lippo Cikarang. The data were analyzed by using structural equation modeling (SEM) PLS. The result of the research showed that the coefficient determination value of marketing mix and service quality was 0.707 which indicated that the capacity of independent variables (product, price, location and service quality) on dependent variable (consumers satisfaction) was 70.7%, while the rest 29.3% was explained by other variables which were excluded in he study. The result showed that testing of the product, location and service quality variables had a positive and significant effect on the variable satisfaction of consumers who bought a house at Waterfront Estate, Lippo Cikarang, while the results of testing the price variable had a positive and insignificant effect on the variable satisfaction of consumers who bought a house in Waterfront Estate, Lippo Cikarang. Keywords: Marketing Mix, Product, Price, Location, Service Quality, Consumers’ Satisfaction, Real Estate Bauran pemasaran dan kualitas pelayanan merupakan hal yang penting untuk memberikan kepuasan kepada konsumen pada Waterfront Estate, Lippo Cikarang. Keberhasilan perusahaan dalam memberikan pelayanan dan produk yang berkualitas kepada konsumen dapat menghasilkan pencapaian pangsa pasar yang tinggi dan peningkatan laba perusahaan. Fenomena pada penelitian ini adalah adanya keluhan konsumen yang tidak puas terhadap produk dan kualitas pelayanan. Penelitian ini bertujuan untuk menguji pengaruh produk, harga, lokasi dan kualitas pelayanan terhadap kepuasan konsumen pada Waterfront Estate, Lippo Cikarang. Metode analisis data yang digunakan dalam penelitian ini adalah structural equation modeling (SEM) PLS. Hasil Penelitian ini menunjukkan nilai koefisien determinasi produk, harga, lokasi dan kualitas pelayanan terhadap kepuasan konsumen sebesar 0.707. Hal ini menjelaskan bahwa kemampuan variabel independen (produk, harga, lokasi dan kualitas pelayanan) terhadap variabel dependen (kepuasan konsumen) adalah 70,7%, sedangkan sisanya 29.3% dijelaskan oleh variabel lain diluar penelitian. Hasil penelitian menunjukkan bahwa pengujian terhadap variabel produk, lokasi dan kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap variabel kepuasan konsumen yang membeli rumah di Waterfront Estate, Lippo Cikarang, sedangkan hasil pengujian variabel harga memiliki pengaruh positif tidak signifikan terhadap variabel kepuasan konsumen yang membeli rumah di Waterfront Estate, Lippo Cikarang. Kata Kunci: Bauran Pemasaran, Produk, Harga, Lokasi, Kualitas Pelayanan, Kepuasan Konsumen, Perumahan

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