ANAM, MOCHAMAD IDAM (2017) PENGARUH HARGA, CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN KEPUASAN PELANGGAN (Studi Kasus Pada Mahasiswa Pengguna Aplikasi Jasa Grab Di Universitas Mercu Buana Menteng). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh harga, citra merek dan kualitas pelayanan terhadap kepuasan pelangan mahasiswa pengguna aplikasi jasa Grab di Mercubuana Menteng. Jenis Penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Adapun teknik pengumpulan data dilakukan dengan teknik sample non-probability, dengan pemilihan sampel menggunakan metode accidental sampling. Sampel sebanyak 130 responden yang merupakan Mahasiswa Fakultas Ekonomi dan Bisnis program studi Manajemen yang menggunakan aplikasi jasa Grab. Analisis data yang digunakan adalah analisis deskriptif kuantitatif. Analisis data dilakukan dengan menggunakan analisis Partial Lest Square dengan program SmartPLS 3.0.Hasil penelitian menunjukkan bahwa: variabel harga berpengaruh positif dan signifikan terhadap variabel kepuasan pelanggan; variabel citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan; variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelangganThis study aimed to investigate to know the influence of price, brand image and quality of service to customer satisfaction grab application user service in Mercubuana Menteng. Type of research used is explanatory research (explanatory research) with quantitative approach. The data collection technique is done by non-probability sample technique, with sample selection using accidental sampling method. A sample of 130 respondents who are Students of Faculty of Economics and Business Management study program using Grab service application. Data analysis used is quantitative descriptive analysis. Data analysis was done by using Partial Lest Square analysis with SmartPLS 3.0 program. The results show that: price variables have a positive and significant effect on customer satisfaction variables; Brand image variable has a positive and significant impact on customer satisfaction; Service quality variables have a positive and significant impact on customer satisfaction.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 17 436 |
| NIM/NIDN Creators: | 43114120055 |
| Uncontrolled Keywords: | Harga, Citra Merek, Kualitas Pelayanan, Kepuasan Pelanggan. |
| Subjects: | 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 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: | NAJLA |
| Date Deposited: | 06 Mar 2024 04:39 |
| Last Modified: | 06 Mar 2024 04:39 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/86847 |
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