INDAH, ANUGERAH KEMALA (2023) PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN HYUNDAI CRETA DI DAERAH DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of price and product quality on customer loyalty Hyundai Creta in the DKI Jakarta area. The population used in this study were customers at Hyundai Creta DKI Jakarta. The sample in this study were 70 respondents, calculated using the Hair formula. The sampling tehnique used purposive sampling. By using a quantitative descriptive approach. The data analysis method used is the PLS (Partial Least Square) technique through the SmartPLS statistical software version 3.0, with a questionnaire research instrument. The result used of this study are that Price has a positve and insignificant effect on Customer Loyalty and Product Quality has a positive and significant effect on Customer Loyalty Keywords : Price, Product Quality, Customer loyalty Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas produk terhadap loyalitas pelanggan Hyundai Creta di Daerah DKI Jakarta. Populasi yang digunakan dalam penelitian ini adalah pelanggan di Hyundai Creta DKI Jakarta. Sampel pada penelitian ini sebanyak 70 responden, dihitung menggunakan rumus Hair. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Metode analisis data yang digunakan adalah teknik PLS (Partial Least Square) melalui software statistik SmartPLS versi 3.0, dengan instrumen penelitian kuesioner. Hasil dari penelitian ini adalah Harga berpengaruh positif dan tidak signifikan terhadap Loyalitas Pelanggan dan Kualitas Produk berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. Kata Kunci : Harga, Kualitas Produk, Loyalitas Pelanggan
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 254 |
| Call Number: | SE/31/23/335 |
| NIM/NIDN Creators: | 43119010082 |
| Uncontrolled Keywords: | Harga, Kualitas Produk, Loyalitas 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 28 Oct 2023 09:40 |
| Last Modified: | 28 Oct 2023 09:40 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/82497 |
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