SUGIARTO, VINKY DEVIANI (2025) PENGARUH KUALITAS PRODUK IPHONE TERHADAP TINGKAT LOYALITAS PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Daily human activities in the current modern era, technological developments have become something that cannot be separated from human life, one of which is the iPhone smartphone. A good quality iPhone will get the attention of potential consumers so that they will become loyal customers. This research aims to explain how much influence iPhone product quality has on customer loyalty. In this research, a quantitative approach was used with a survey method among 318 Mercu Buana University students with a sample of 80 people. This research uses a non-probability sampling method, namely a purposive sampling technique using the Slovin formula. The data analysis techniques used in this research are correlation coefficient analysis, coefficient of determination analysis, simple linear regression analysis and hypothesis testing (t test) via SPSS 30. The results of this research are related to the S-O-R theory and show that there is a significant influence between iPhone product quality and customer loyalty. The correlation coefficient test result of 0.805 means that there is a very strong influence between product quality variables and customer loyalty. The coefficient of determination test results (R Square) were 0.649. It was found that the product quality variable contributed 64.9% to customer loyalty. In conclusion, most of the variation in customer loyalty can be explained by product quality. Meanwhile, the remaining 35.1% was influenced by other factors not examined in this study. For example, Brand Ambassador, Brand Image, and others. Keywords: Product Quality, Customer Loyalty, iPhone, Quantitative, S-O-R Kegiatan manusia sehari-hari di era modern saat ini, perkembangan teknologi menjadi suatu hal yang tidak bisa terlepas dari kehidupan manusia, salah satunya smartphone iPhone. Kualitas iPhone yang baik maka akan mendapatkan perhatian calon konsumen sehingga berpulanh menjadi pelanggan yang loyal. Penelitian ini bertujuan untuk menjelaskan seberapa besar pengaruh kualitas produk iPhone terhadap Loyalitas Pelanggan. Pada penelitian ini menggunakan metode pendekatan kuantitatif dengan metode survey pada Mahasiswa/I Universitas Mercu Buana sebanyak 318 orang dengan sampel 80 orang. Penelitian ini menggunakan metode non-probability sampling yaitu Teknik penarikan sample purposive sampling dengan menggunakan rumus Slovin. Teknik analisis data yang digunakan penelitian ini adalah analisis koefisien korelasi, analisis koefisien determinasi, analisis regresi linear sederhana dan uji hipotesis (uji t) melalui SPSS 30 . Hasil penelitian ini berkaitan dengan teori S-O-R dan menunjukkan bahwa terdapat pengaruh yang signifikan antara kualitas produk iPhone terhadap loyalitas pelanggan, hasil uji koefisien korelasi sebesar 0,805 berarti adanya pengaruh yang sangat kuat antara variable kualitas produk dan loyalitas pelanggan. Adapun hasil uji koefisien determinasi (R Square) sebesar 0,649. Ditemukan bahwa variable kualitas produk memiliki kontribusi sebesar 64,9% terhadap loyalitas pelanggan. Disimpulkan, sebagian besar variasi dalam loyalitas pelanggan dapat dijelaskan oleh kualitas produk. Sedangkan sisanya sebesar 35,1%, dipengaruhi oleh factor lain yang tidak diteliti dalam penelitian ini. Misalnya seperti Brand Ambassador, Brand Image, dan lain lain. Kata Kunci : Kualitas Produk, Loyalitas Pelanggan, iPhone, Kuantitatif, S-O-R
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PKP. 25 054 |
| NIM/NIDN Creators: | 44321010002 |
| Uncontrolled Keywords: | Kualitas Produk, Loyalitas Pelanggan, iPhone, Kuantitatif, S-O-R |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | khalimah |
| Date Deposited: | 16 Jul 2025 08:18 |
| Last Modified: | 16 Jul 2025 08:18 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/96109 |
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