PENGARUH HARGA, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN PADA TOKO ONLINE LAZADA

ARMANSYAH, SUTAN ADHLI (2020) PENGARUH HARGA, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN PADA TOKO ONLINE LAZADA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of price, service quality and product quality on customer satisfaction at the Lazada online store. The population in this study were all students of Mercu Buana Meruya University, Jakarta. The sample used was 150 respondents based on the formula of the number of indicators multiplied by five. The sampling method uses convenience sampling. Data collection methods using survey methods, the research instrument is a questionnaire. The data analysis method uses Structural Equation Modeling (SEM). This study proves that the price variable has a significant effect on customer satisfaction. Service quality has a significant effect on customer satisfaction. Product quality has a significant effect on customer satisfaction Keyword: Price, Service Quality, Product Quality and Consumer Satisfact Penelitian ini bertujuan untuk menganalisis pengaruh harga, kualitas pelayanan dan kualitas produk terhadap kepuasan pelanggan pada toko online Lazada. Populasi dalam penelitian ini adalah seluruh mahasiswa/i Universitas Mercu Buana Meruya Jakarta. Sampel yang dipergunakan adalah sebanyak 150 responden berdasarkan rumus jumlah indikator yang dikalikan lima. Metode penarikan sampel menggunakan convenience sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Structural Equation Modelling (SEM). Penelitian ini membuktikan bahwa variabel harga berpengaruh signifikan terhadap kepuasan pelanggan. Kualitas pelayanan berpengaruh secara signifikan terhadap kepuasan pelanggan. Kualitas produk berpengaruh signifikan terhadap kepuasan pelanggan Kata Kunci: Harga, Kualitas Pelayanan, Kualitas Produk dan Kepuasan Pelanggan

Item Type: Thesis (S1)
NIM/NIDN Creators: 43113010327
Uncontrolled Keywords: Harga, Kualitas Pelayanan, Kualitas Produk dan Kepuasan Pelanggan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.5 Service to Users/Layanan Kepada Pengguna Perpustakaan > 025.52 Reference and Information Services/Layanan Referensi dan Informasi > 025.523 Cooperative Information Services/Layanan Informasi
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 > 651 Office Services/Layanan Kantor > 651.9 Office Services in Specific Kinds of Enterprises/Layanan Kantor untuk Perusahaan Tertentu
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 08 Sep 2023 06:38
Last Modified: 08 Sep 2023 06:38
URI: http://repository.mercubuana.ac.id/id/eprint/80550

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