Pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian dan Loyalitas Pelanggan Buku Tiga Serangkai Di Jakarta

Muslim, Agus (2014) Pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian dan Loyalitas Pelanggan Buku Tiga Serangkai Di Jakarta. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Tesis ini bertujuan untuk mengetahui pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian dan loyalitas pelanggan buku Tiga Serangkai menurut persepsi pelanggan PT Tiga Serangkai cabang Jakarta 2 yang meliputi wilayah Jakarta Barat dan Jakarta Selatan. Metode yang digunakan dalam penelitian ini adalah diskriptif dan kuantitatif dengan metode pengumpulan data melalui kuesioner, wawancara dan observasi. Sampel yang digunakan dalam penelitian ini berjumlah 100 orang dengan pendekatan accidental sampling ( pengambilan sampel secara kebetulan ). Metode analisis yang digunakan pada penelitian ini adalah path analysis. Hasil penelitian menunjukkan bahwa kualitas produk, harga dan promosi secara bersama-sama ( simultan ) berpengaruh positif dan signifikan terhadap keputusan pembelian produk buku Tiga Serangkai. Secara parsial kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh negatif dan signifikan terhadap keputusan pembelian dan promosi juga berpengaruh positif dan signifikan terhadap keputusan pembelian buku Tiga Serangkai. Variabel kualitas produk memberikan pengaruh yang paling besar yaitu sebesar 83,9%, setelah itu variabel harga memberikan pengaruh sebesar -68,7%, dan variabel promosi memberikan pengaruh sebesar 28,9% terhadap keputusan pembelian produk buku Tiga Serangkai. Dan secara simultan bahwa kualitas produk, harga dan promosi secara bersama-sama berpengaruh positif dan signifikan terhadap loyalitas pelanggan melalui keputusan pembelian sebesar 81,9% sedangkan sisanya 18,1% kepuasan pelanggan dipengaruhi oleh factor lain. Kesimpulannya adalah bahwa hipotesa pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian dan loyalitas pelanggan terbukti baik secara parsial maupun secara simultan. Untuk mengetahui factor lainnya terhadap keputusan pembelian dan loyalitas pelanggan disarankan dilakukan penelitian selanjutnya dengan variabel selain kualitas produk, harga dan promosi.Kata Kunci : Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian dan Loyalitas Pelanggan. This thesis aims to find out the influence of the quality of products, prices and promotions of the purchasing decisions and customer loyalty Tiga Serangkai’books according to the customer's perception of PT TigaSerangkai Jakarta 2 branch that covers an area of West Jakarta and South Jakarta. The methods used in this research is quantitative and descriptive with the method of collecting data through questionnaires, interviews and observations. The sample used in this study of 100 people with the approach of the accidental sampling (sampling by chance). Methods of analysis used in this study is the path analysis. The results showed that the quality of the products, prices and promotions simultaneously (simultaneous) positive and significant effect on product purchasing decision TigaSerangkai’books. Product quality is partially positive and significant influence on the buying decision, the price of a negative and significant effect on purchasing decisions and promotion is also positive and significant effect on purchasing decisions TigaSerangkai’books. Variable quality of products deliver the great influence which amounted to 83.9%, thereafter a variable price influence of 68.7%, and variables influence promotion of 28,9% of the product purchase decisions TigaSerangkai’books. And simultaneously that the quality of the products, prices and promotions are jointly contributing positively and significantly to the loyalty of customers through the buying decision of 81,9% while the rest 18.1% customer satisfaction is affected by other factors. The conclusion is that the hypothesis is the influence of the quality of products, prices and promotions of the purchasing decisions and customer loyalty proved to be either partially or simultaneously. To find out the other factors of the decision to purchase and customer loyalty suggested next research with new variable beside quality of the product prices and a promotion. Keywords : Quality of Product, Price, and Promotion of the Purchase Decision and Customer Loyalty.

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