PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus di Toko Hantaran Elektrik Karang Tengah)

LESTARI, WEN GIDIAN (2024) PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus di Toko Hantaran Elektrik Karang Tengah). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Customer satisfaction is the level of consumer satisfaction after comparing the services or products received according to what was expected. These expectations are formed through their first experience in purchasing a good/service, comments from friends and acquaintances, as well as promises and information from marketers and competitors. Marketers who want to excel in competition must of course pay attention to customer expectations and customer satisfaction. This research aims to test and analyze the influence of price, product quality, service quality on customer satisfaction at Electric Delivery Shops. The research method used in this research is a quantitative method. The sample used was 195 respondents at the Hantyaran Elektrik Karang Tengah Shop using data collection techniques using a questionnaire. Data analysis techniques used in this research include outer model testing (Convergent Validity, Discriminate Validity, Average Variance Extracted, Composite Reability), inner model hypothesis testing (R square value, Goodness of Fit Model, F square, Boostraping). The data analysis tool used in this research is the Structural Equation Model (SEM) with the Smart PLS 3.0 analysis tool. The results of this research show that the influence of product quality, price and service quality has a significant positive effect on customer satisfaction. Keywords: Product Quality, Price, Service Quality, Customer Satisfaction, Toko Hantaran Elektrik Kepuasan pelanggan merupakan level kepuasan konsumen setelah membandingkan jasa atau produk yang diterima sesuai dengan apa yang diharapkan. Harapan tersebut terbentuk melalui pengalaman pertama mereka dalam membeli suatu barang/jasa, komentar teman dan kenalan, serta janji dan informasi pemasar dan pesaingnya. Pemasar yang ingin unggul dalam persaingan tentu harus memperhatikan harapan pelanggan serta kepuasan pelanggannya. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh harga, kualitas produk, kualitas pelayanan terhadap kepuasan pelanggan pada Toko Hantaran Elektrik. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Sampel yang dipergunakan sebanyak 195 responden pada Toko Hantaran Elektrik Karang Tengah dengan menggunakan teknik pengumpulan data menggunakan kuesioner. Teknik analisis data yang digunakan dalam penelitian ini meliputi uji outer model (Convergent Validity, Discriminat Validity, Average Variance Extracted, Composite Reability), Uji hipotesis inner model (Nilai R square, Goodness of Fit Model, F square, Boostraping). Alat analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart PLS 3.0. Hasil penelitian ini menunjukkan bahwa pengaruh kualitas produk, harga, dan kualitas pelayanan berpengaruh positif signifikan terhadap kepuasan pelanggan. Kata Kunci : Kualitas Produk, Harga, Kualitas Pelayanan, Kepuasan Pelanggan, Toko Hantaran Elektrik

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