PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DENGAN KEPUTUSAN MEMILIH SEKOLAH SMK BHAKTI ANINDYA SEBAGAI MEDIASI

GEA, MOTUHO (2023) PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DENGAN KEPUTUSAN MEMILIH SEKOLAH SMK BHAKTI ANINDYA SEBAGAI MEDIASI. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of the influence of price, promotion and quality of service on satisfaction with the decision to choose Anindya Bhakti Vocational High School as mediation. This type of research is causal associative research with quantitative techniques. The number of samples used was 180 parents of students with the non-probability sampling technique used was purposive sampling. Data processing in this study used smartPLS SEM (Partial Least Square – Structural Equation Modeling) Software version 3.0. The results of this study indicate that price, promotion and quality have a positive and significant effect on decisions. price, promotion and service quality have a positive and significant effect on satisfaction. price, promotion and quality of service have a positive and significant impact on decisions through satisfaction. Satisfaction has a positive and significant direct effect on decisions. Keywords: Price, Promotion, Service Quality, Satisfaction, Decision Penelitian ini bertujuan menguji dan menganalisis pengaruh dari pengaruh harga, promosi dan kualitas pelayanan terhadap kepuasan dengan keputusan memilih sekolah smk bhakti anindya sebagai mediasi. Jenis penelitian yang dilakukan adalah penelitian asosiatif kausal dengan teknik kuantitatif. Jumlah sampel yang digunakan sebanyak 180 orangtua siswa/i dengan teknik nonprobabilitas sampling yang digunakan adalah purposive sampling. Pengolahan data pada penelitian ini menggunakan Software smartPLS SEM (Partial Least Square – Structural Equation Modeling) versi 3.0. Hasil dari penelitian ini menunjukan bahwa harga, promosi dan kualalitas berpengaruh positif dan signifikan terhadap keputusan. harga, promosi dan kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan. harga, promosi dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan melalui kepuasan. Kepuasan berpengaruh positif dan signifikan secara langsung terhadap keputusan. Kata Kunci: Harga, Promosi, Kualitas Pelayanan, Kepuasan, Keputusan

Item Type: Thesis (S2)
Call Number CD: CD/551. 23 124
Call Number: TM/51/23/156
NIM/NIDN Creators: 55120120114
Uncontrolled Keywords: Harga, Promosi, Kualitas Pelayanan, Kepuasan, Keputusan
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
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: Pascasarjana > Magister Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 01 Nov 2023 02:32
Last Modified: 01 Nov 2023 02:32
URI: http://repository.mercubuana.ac.id/id/eprint/82638

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