RAMADHITA, DEVY (2021) PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Pada Produk Lipstick Merek Wardah). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is to find out "The Influence of Product Quality and Price Perception on Customer Loyalty with Customer Satisfaction as a Mediation Variable (Study on Lipstick Products Brand Wardah). This study is a customer of Wardah Lipstick Brand. This research was conducted on 100 customers. The sample used was convenience sampling. Methods of data collection using survey methods, with the research instrument is a questionnaire. Data analysis method using Partial Least Square. This study proves that product quality directly has a significant positive effect on customer satisfaction, price perception directly has a significant positive effect on customer satisfaction, product quality directly has a significant positive effect on customer loyalty, price perception directly has a significant positive effect on customer loyalty, customer satisfaction directly has a significant positive effect on Customer Loyalty. Keywords: Product Quality, Price Perception, Customer Loyalty, Customer Satisfaction Penelitian ini untuk mengetahui “Pengaruh Kualitas Produk dan Persepsi Harga Terhadap Loyalitas Pelanggan dengan Kepuasan pelanggan sebagai Variabel Mediasi (Studi Pada Produk Lipstick Merek Wardah). penelitian ini adalah pelanggan Produk Lipstick Merek Wardah Penelitian ini dilakukan terhadap 100 pelanggan Sampel yang digunakan adalah convenience sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuisioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa Kualitas Produk secara langsung berpengaruh positif signifikan terhadap Kepuasan pelanggan, Persepsi Harga secara langsung berpengaruh positif signifikan terhadap Kepuasan pelanggan, Kualitas Produk secara langsung berpengaruh positif signifikan terhadap Loyalitas Pelanggan, Persepsi Harga secara langsung berpengaruh positif signifikan terhadap Loyalitas Pelanggan, Kepuasan pelanggan secara langsung berpengaruh positif signifikan terhadap Loyalitas Pelanggan. Kata Kunci: Kualitas Produk, Persepsi Harga, Loyalitas Pelanggan, Kepuasan pelanggan
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010406 |
| Uncontrolled Keywords: | Kualitas Produk, Persepsi Harga, Loyalitas Pelanggan, Kepuasan pelanggan |
| 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 11 Jul 2023 05:59 |
| Last Modified: | 11 Jul 2023 05:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78969 |
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