ANALISIS PENGARUH PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP LOYALITAS PELANGGAN PT. EBARA INDONESIA DENGAN PEMBELIAN ULANG SEBAGAI PEMEDIASI

SIMANJUNTAK, ANDREAS NATANAEL (2021) ANALISIS PENGARUH PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP LOYALITAS PELANGGAN PT. EBARA INDONESIA DENGAN PEMBELIAN ULANG SEBAGAI PEMEDIASI. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to analyze the effect of product, price perception, and promotion on customer loyalty to the product of PT. EBARA Indonesia with repeat purchase as an Mediator. The number of research respondents was 137 respondents. The approach used in this research is a quantitative approach. The data used in this study are primary data from the results of filling out the questionnaire. The data resulting from the filling was then analyzed through the Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis technique with the help of the SmartPLS program. In accordance with the results of the analysis, it can be concluded: (1) PT. EBARA Indonesia's products have a positive and significant effect on consumer repeat purchase with a coefficient; (2) The price perception of PT. EBARA Indonesia's products has a positive and significant effect on consumer repeat purchase; (3) Product promotion of PT. EBARA Indonesia has a positive and significant effect on consumer repeat purchase intention; (4) Repeat purchase products of PT. EBARA Indonesia has a positive and significant effect on consumer customer loyalty (5) Products of PT. EBARA Indonesia have a positive and insignificant effect on consumer customer loyalty ; (6) The price perception of PT. EBARA Indonesia's product has a positive and insignificant effect on consumer customer loyalty; (7) Product promotion of PT. EBARA Indonesia has a positive and insignificant effect on consumer customer loyalty; (8) PT. EBARA Indonesia's product has a positive and negative effect. significant impact on consumer customer loyalty through repeat purchase; (9) PT. EBARA Indonesia's product prices it has a positive and significant effect on customer loyalty through consumer repeat purchase; (10) Promotion of PT. EBARA Indonesia has a positive and insignificant effect on customer loyalty through consumer repeat purchase. Keywords: product, price perception, promotion, customer loyalty, repeat purchase Tujuan penelitian ini yaitu mengalisis pengaruh produk, persepsi harga, dan promosi terhadap loyalitas pelanggan terhadap produk PT. EBARA Indonesia dengan pembelian ulang sebagai pemediasi. Jumlah responden penelitian ialah 137 responden. Pendekatan pada penelitian ini ialah pendekatan kuantitatif. Penggunaan data penelitian ini berupa data primer dari hasil pengisian keusioner. Data hasil pengisian selanjutnya dianalisis melalui teknik analisis Partial metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan program SmartPLS. Sesuai dengan hasil analisis dapat diambil kesimpulan: (1) Produk PT. EBARA Indonesia memberi pengaruh positif dan signifikan terhadap pembelian ulang konsumen dengan koefisien; (2) Persepsi Harga produk PT. EBARA Indonesia memberikan pengaruh positif dan signifikan terhadap pembelian ulang konsumen; (3) Promosi produk PT. EBARA Indonesia berpengaruh positif dan signifikan terhadap pembelian ulang konsumen; (4) Pembelian Ulang produk PT. EBARA Indonesia memberikan pengaruh positif dan signifikan terhadap loyalitas pelanggan konsumen (5) Produk PT. EBARA Indonesia memberi pengaruh positif dan tidak signifikan terhadap loyalitas pelanggan konsumen; (6) Persepsi Harga produk PT. EBARA Indonesia memberi pengaruh positif dan tidak signifikan terhadap loyalitas pelanggan konsumen; (7) Promosi produk PT. EBARA Indonesia memberi pengaruh positif dan tidak signifikan terhadap loyalitas pelanggan konsumen; (8) Produk PT. EBARA Indonesia memberi pengaruh positif dan signifikan terhadap loyalitas pelanggan konsumen melalui pembelian ulang; (9) Persepsi Harga produk PT. EBARA Indonesia memberi pengaruh positif dan signifikan terhadap loyalitas pelanggan melalui pembelian ulang konsumen; (10) Promosi produk PT. EBARA Indonesia memberikan positif dan tidak signifikan terhadap loyalitas pelanggan melalui pembelian ulang konsumen. Kata kunci : produk, persepsi harga, promosi, loyalitas pelanggan, pembelian ulang

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