PENGARUH HARGA TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN PADA KONSUMEN TAKSI BLUE BIRD DI JAKARTA

MUWARDI, MUHAMMAD RUSSY (2021) PENGARUH HARGA TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN PADA KONSUMEN TAKSI BLUE BIRD DI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine how the effect of price on customer satisfaction, the effect of price on customer loyalty, the effect of customer satisfaction on customer loyalty, and the effect of price on customer satisfaction and its impact on customer loyalty in Blue Bird taxi consumers in Jakarta. The factors tested in this study were price as an exogenous variable, customer satisfaction as a mediating variable, while customer loyalty as an endogenous variable. The research method used in this research is the verification method. The population in this study were Blue Bird taxi consumers in Jakarta with an average monthly rate of 1,449,000 consumers. The sampling technique used in this study is probability sampling technique with simple random sampling technique using the Slovin formula, so that the sample size is 100 customers of Blue Bird taxis in Jakarta. The analytical method used in this research is Structural Equation Modeling (SEM) with the partial least square (PLS) technique using the SmartPLS version 3.2.8 software. The results showed that price has a direct influence on customer satisfaction, price has a direct influence on customer loyalty, customer satisfaction has a direct influence on customer loyalty, and price has an influence on customer satisfaction and its impact on customer loyalty. The magnitude of the effect of price on customer satisfaction is 60.0%, while the effect of price and customer satisfaction on customer loyalty is 71.9%. Keywords: Price, Customer Satisfaction, Customer Loyalty. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh harga terhadap kepuasan pelanggan, pengaruh harga terhadap loyalitas pelanggan, pengaruh kepuasan pelanggan terhadap loyalitas pelanggan, serta pengaruh harga terhadap kepuasan pelanggan serta dampaknya terhadap loyalitas pelanggan pada konsumen taksi Blue Bird di Jakarta. Faktor-faktor yang diuji dalam penelitian ini adalah harga sebagai variabel eksogen, kepuasan pelanggan sebagai variabel mediasi, sedangkan loyalitas pelanggan sebagai variabel endogen. Metode penelitian yang digunakan dalam penelitian ini adalah metode verifikatif. Populasi dalam penelitian ini adalah konsumen taksi Blue Bird di Jakarta dengan rata-rata perbulan mencapai 1.449.000 konsumen. Teknik penentuan sampel yang digunakan dalam penelitian ini yaitu teknik probability sampling dengan teknik simple random sampling menggunakan rumus Slovin, sehingga jumlah sampel sebanyak 100 konsumen taksi Blue Bird di Jakarta. Metode analisis yang digunakan dalam penelitian ini adalah Stuctural Equation Modeling (SEM) dengan teknik partial least square (PLS) menggunakan software SmartPLS versi 3.2.8. Hasil penelitian menunjukan bahwa harga memiliki pengaruh langsung terhadap kepuasan pelanggan, harga memiliki pengaruh langsung terhadap loyalitas pelanggan, kepuasan pelanggan memiliki pengaruh langsung terhadap loyalitas pelanggan, serta harga memiliki pengaruh terhadap kepuasan pelanggan serta dampaknya terhadap loyalitas pelanggan. Besarnya pengaruh harga terhadap kepuasan pelanggan sebesar 60,0%, sedangkan besar pengaruh harga dan kepuasan pelanggan terhadap loyalitas pelanggan sebesar 71,9%. Kata Kunci : Harga, Kepuasan Pelanggan, Loyalitas Pelanggan.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55116120151
Uncontrolled Keywords: 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 > 651 Office Services/Layanan Kantor
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
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: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Mar 2023 02:47
Last Modified: 16 Mar 2023 02:47
URI: http://repository.mercubuana.ac.id/id/eprint/75141

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