DS, Alant Junedi. (2014) ANALISIS PENGARUH KUALITAS PELAYANAN, HARGA DAN IKLAN TERHADAP KEPUTUSAN KONSUMEN DALAM MENGGUNAKAN JASA LOGISTIK JNE (STUDI KASUS CV.CIPTA ABDI MANDIRI DI DAERAH CENGKARENG). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis dan secara empiris menguji hipotesis pengaruh kualitas layanan, harga dan iklan terhadap keputusan pelanggan dalam menggunakan layanan logistik JNE ini (studi kasus CV. Cipta Abdi Mandiri di wilayah Cengkareng). Sampel responden dalam penelitian ini adalah pelanggan dari CV. Cipta Abdi Mandiri dipilih secara acak di periode 15 Juli sampai 31 Agustus 2014 sekitar 100 orang. Regresi Linier Berganda digunakan untuk menganalisis dan menguji hipotesis. Studi ini menemukan bahwa model yang diusulkan cocok berdasarkan Goodness of Fit Index. Hipotesis pengujian menyimpulkan bahwa kualitas layanan dan harga memiliki significants dan efek positif pada pelanggan keputusan CV. Cipta Abdi Mandiri sementara iklan tidak berpengaruh signifikan. Kata Kunci: Kualitas Pelayanan, Harga, Iklan, Keputusan Konsumen. This study aims to analyze and empirically test the hypotheses of the effect of service quality, price and advertising on customers decision in using JNE’s logistic service (case study CV. Cipta Abdi Mandiri at Cengkareng area). Sample of respondents in this study are customer of CV. Cipta Abdi Mandiri was selected randomly at period 15 July until 31 August 2014 about 100 persons. Multiple Regression Linear used to analyze and test the hypotheses. The study found that model were proposed is fit based on Goodness of Fit Indices. Hypotheses testing concludes that service quality and price have significants and positive effect on costumers decision of CV. Cipta Abdi Mandiri while advertising have no significant effect. Keywords: Service Quality, Price, Advertising, Costumers Decision.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-14-031 |
| Call Number: | TM/51/14/200 |
| NIM/NIDN Creators: | 55112110067 |
| Uncontrolled Keywords: | Kualitas Pelayanan, Harga, Iklan, Keputusan Konsumen. mps, manajemen pemasaran |
| 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: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 04 Feb 2015 10:47 |
| Last Modified: | 27 Jun 2022 06:51 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13762 |
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