Adrian, Diky (2023) PENGARUH KUALITAS PELAYANAN, WORD OF MOUTH, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN JASA SERVICE AC (AIR CONDITIONER) DIMODERASI OLEH KEPUASAN PELANGGAN PADA RUMAH TANGGA DI JAKARTA (STUDI KASUS PADA PT SAHABAT KARYA TEKNIK). S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
The purpose of this research is to test and analyze "The effect of service quality, word of mouth, and price perception on purchasing decision using AC (Air Conditioner) service moderated by customer satisfaction in households in Jakarta (a case study at PT Sahabat Karya Teknik)". This study used a purposive sample survey method with 175 respondents within 30 days. Testing the hypothesis proposed in this study was carried out with the Multiple Linear Regression Model test tool using SPSS 23.0 software. The results of the analysis of multiple linear regression models show that the variables of service quality, word of mouth, and price perceptions have a significant effect on customer satisfaction. Partially each variable of service quality, word of mouth, price perception and customer satisfaction has a significant positive effect on purchasing decisions. Keywords: service quality, word of mouth, price perception, customer satisfaction, purchase decision. Penelitian ini bertujuan menguji dan menganalisis “Pengaruh kualitas pelayanan, word of mouth, dan persepsi harga terhadap keputusan pembelian menggunakan jasa service AC (Air Conditioner) dimoderasi oleh kepuasan pelanggan pada rumah tangga di Jakarta (studi kasus pada PT Sahabat Karya Teknik)”. Penelitian ini menggunakan metode survei purposive sample dengan 175 responden dalam kurun waktu 30 hari. Pengujian hipotesis yang diajukan dalam penelitian ini dilakukan dengan alat uji Model Regresi Linear Berganda dengan menggunakan perangkat lunak SPSS 23.0. Hasil analisa model regresi linear berganda menunjukkan bahwa variable kualitas pelayanan, word of mouth, dan persepsi harga berpengaruh secara signifikan terhadap kepuasan pelanggan. Secara parsial masing-masing variabel kualitas pelayanan, word of mouth, persepsi harga dan kepuasan pelanggan berpengaruh signifikan positif terhadap keputusan pembelian. Kata kunci: kualitas pelayanan, word of mouth, persepsi harga, kepuasan pelanggan, keputusan pembelian.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55120120056 |
| Uncontrolled Keywords: | service quality, word of mouth, price perception, customer satisfaction, purchase decision. kualitas pelayanan, word of mouth, persepsi harga, kepuasan pelanggan, keputusan pembelian. |
| Subjects: | 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 678 Elastometers Products/Produksi Elastometer |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | ALFINA DHEA NOVA |
| Date Deposited: | 08 Apr 2023 03:47 |
| Last Modified: | 08 Apr 2023 03:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/76208 |
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