Albanin, Faiz (2024) Pengaruh Kualitas Produk, Citra Merek dan Harga Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan (Studi Pada Pengguna iPhone di DKI Jakarta). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas produk, citra merek, dan persepsi harga terhadap loyalitas pelanggan dimediasi kepuasan pelanggan pada pengguna iPhone di DKI Jakarta. Populasi dalam penelitian ini adalah 1.138.733 orang pengguna iPhone di Jakarta, sedangkan sampel yang dipergunakan adalah sebanyak 250 orang, dihitung berdasarkan terori dari Hair et al. Metode penarikan sampel menggunakan purposive sampling, sedangkan metode penggumpulan data menggunakan primer dan sekunder, yang mana metode pengumpulan primer melalui survey, dengan instrumen kuesioner sedangkan skunder melalui buku kuliah, buku umum yang relevan, penelitian terdahulu maupun jurnal. Metode analisis data menggunakan Partial Least Square. Hasil penelitian membuktikan bahwa kualitas produk, citra merek dan harga berpengaruh positif dan signifikan secara langsung terhadap loyalitas pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, kualitas produk, citra merek dan harga berpengaruh positif dan signifikan secara langsung terhadap kepuasan pelanggan, dan kualitas produk, citra merek dan harga melalui kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. This study aims to determine and analyze the effect of product quality, brand image, and price perceptions on customer loyalty through customer satisfaction on iPhone users in DKI Jakarta. The populations in this study are 1,138,733 iPhone users in Jakarta, while the samples used are 245 people, calculated based on theory from Hair et al. The sampling method use purposive sampling, while the data collection method used primary and secondary. The primary collection method is through surveys, with a questionnaire instrument while the secondary is through college books, relevant general books, previous research and journals. Methods of data analysis using Partial Least Square. The results of the research show that product quality, brand image and price have a positive and significant direct effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, product quality, brand image and price have a positive and significant direct effect on customer satisfaction, and product quality, brand image and price through customer satisfaction have a positive and significant effect on customer loyalty.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117120116 |
| Uncontrolled Keywords: | Citra merek, kualitas produk, harga, kepuasan pelanggan, loyalitas pelanggan Product quality, brand image, price, customer satisfaction, customer loyalty |
| 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 17 Dec 2024 03:51 |
| Last Modified: | 17 Dec 2024 03:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93099 |
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