PENGARUH PRODUCT QUALITY DAN SERVICE QUALITY TERHADAP LOYALITAS PELANGGAN BMW PT ASTRA INTERNATIONAL Tbk SUNTER (STUDI KASUS : JOY IS BMW)

ARDIANSYAH, AVYNDRA (2023) PENGARUH PRODUCT QUALITY DAN SERVICE QUALITY TERHADAP LOYALITAS PELANGGAN BMW PT ASTRA INTERNATIONAL Tbk SUNTER (STUDI KASUS : JOY IS BMW). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of product quality on customer loyalty. The research method used in this research is descriptive method. The study population was BMW PT Astra International, Tbk customers 350 people and obtained a sample of 187 people using the Slovin formula. The data analysis method used is statistical analysis in the form of multiple linear regression tests using SPSS version 19 windows. The results show that product quality is positive and significant towards customer loyalty. Service quality is positive and significant towards customer loyalty. This is evidenced by the results of hypothesis testing (t test) which shows the values of the independent variables. Keywords : Product quality, Service quality and Customer Loyalty Penelitian ini bertujuan untuk mengetahui pengaruh Product Quality dan Service Quality terhadap Loyalitas Pelanggan. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Populasi penelitian adalah pelanggan BMW PT Astra International, Tbk 350 orang dan diperoleh sampel 187 orang menggunakan rumus Slovin. Metode analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linear berganda dengan menggunakan SPSS versi 19 windows. Hasil penelitian menunjukan bahwa Product Quality berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. Service Quality berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. Hal ini dibuktikan dari hasil uji hipotesis (uji t) yang menunjukan nilai signifikan dari variabel bebas. Kata Kunci : Product quality, Service quality dan Loyalitas Pelanggan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 283
NIM/NIDN Creators: 43117110095
Uncontrolled Keywords: Product quality, Service quality dan 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
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: ADELINA HASNA SETIAWATI
Date Deposited: 03 Nov 2023 04:06
Last Modified: 03 Nov 2023 04:06
URI: http://repository.mercubuana.ac.id/id/eprint/83770

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