PRADITA, SYLVIA OKTA (2021) PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DAN IMPLIKASINYA PADA KEPUASAN KONSUMEN (STUDI KASUS PADA PT IMI). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the Effect of Brand Image and Service Quality on Purchasing Decisions and their Implications on Consumer Satisfaction (Case Study at PT IMI). This type of research used in this study is a type of causal research with a quantitative approach. The population in this study is all PT IMI customers who have received PT IMI document storage services as many as 465 customers. The determination of the number of samples to be taken using the Slovin formula to obtain 82 research samples. While the analysis technique used is path analysis. The results of this study indicate that (1) Brand Image has a positive and significant influence on Purchasing Decisions, (2) Service Quality has a positive and significant effect on Purchasing Decisions, (3) Brand Image has a positive and significant effect on Consumer Satisfaction, (4) Service Quality has an effect positive and significant impact on Consumer Satisfaction, (5) Purchasing Decisions have a positive and significant effect on Consumer Satisfaction. Keyword: Consumer Satisfaction, Purchasing Decisions, Brand Image, Service Quality Penelitian ini bertujuan untuk menganalisis Pengaruh Brand Image dan Kualitas Pelayanan terhadap Keputusan Pembelian dan Implikasinya terhadap Kepuasan Konsumen (Studi Kasus di PT IMI). Jenis penelitian yang dipakai dalam penelitian ini adalah Jenis Penelitian Kausal dengan pendekatan kuantitatif. Populasi dalam penelitian ini merupakan seluruh customer PT IMI yang telah mendapatkan pelayanan jasa penyimpanan dokumen PT IMI yaitu sebanyak 465 pelanggan. Adapun penentuan jumlah sampel yang akan diambil menggunakan rumus slovin sehingga didapatkan 82 sampel penelitian. Sedangkan teknik analisis yang digunakan adalah analisis jalur. Hasil pada penelitian ini menunjukkan bahwa (1) Brand Image berpengaruh positif dan signifikan Keputusan Pembelian, (2) Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Keputusan Pembelian, (3) Brand Image berpengaruh positif dan signifikan terhadap Kepuasan Konsumen, (4) Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Kepuasan Konsumen, (5) Keputusan Pembelian berpengaruh positif dan signifikan terhadap Kepuasan Konsumen. Kata Kunci: Kepuasan Konsumen, Keputusan Pembelian, Brand Image, Kualitas Pelayanan
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55117320023 |
| Uncontrolled Keywords: | Kepuasan Konsumen, Keputusan Pembelian, Brand Image, Kualitas Pelayanan |
| Subjects: | 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 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 05 Jul 2023 06:43 |
| Last Modified: | 05 Jul 2023 06:43 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78755 |
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