PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP WORD OF MOUTH PADA APOTEK KIMIA FARMA

Haribowo, R. Chandra (2014) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP WORD OF MOUTH PADA APOTEK KIMIA FARMA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The purpose of this research was to find out the influence of service quality toward customer satisfaction and impact on word of mouth (WOM) at Kimia Farma Pharmacy. Data were collected through a survey method to the customers of Kimia Farma, using convenience sampling technique a total of 100 respondence were obstained. The data were processed using Path Analysis. The results showed that : tangible, responsiveness, reliability, assurance, and empathy had both partially and simultaneously an impact customer satisfaction. Similarly tangible, responsiveness, reliability, assurance, and empathy both partially and simultaneously an impact word of mouth. Customer satisfaction was found to have an impact on word of mouth. It was also found that dimension room and employee performance of tangible variable. Dimension employee responsiveness of responsiveness variable, Dimension skill employee and service procedure are simple of reability variable, dimension product warranty and service guarantee of assurance. Dimension employee friendly and attention employee of empathy variable. The conclusion of this research was that to increase customer satisfaction and impact on word of mouth, the company should focus more on the improvement of service quality Keywords: service quality, customer satisfaction, word of mouth (WOM). Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan terhadap kepuasan pelanggan dan dampaknya terhadap word of mouth (WOM) pada Apotek Kimia Farma. Pengumpulan data dilakukan melalui metode survei kepada pelanggan Kimia Farma dengan metoda acak dengan responden sejumlah 100 pelanggan. Data yang diperoleh diolah melalui pemodelan Path Analysis dan diperoleh hasil bahwa: keberwujudan (tangible), ketanggapan (responsiveness), keandalan (reability), jaminan (assurance), dan empati (emphaty) secara masing- masing dan bersama-sama berpengaruh terhadap kepuasan pelanggan. Keberwujudan (tangible), ketanggapan (responsiveness), keandalan (reability), jaminan (assurance), dan empati (emphaty) secara masing-masing individual dan bersama-sama berpengaruh terhadap WOM. Kepuasan pelanggan berpengaruh terhadap WOM. Pengaruh paling besar terhadap kepuasan pelanggan dan WOM dari variabel tangible yaitu pada dimensi ruangan dan penampilan karyawan. Pada variabel responsiveness, terlihat dimensi karyawan yang sigap. Pada variabel reability, terlihat dimensi karyawan yang handal dan prosedur pelayanan yang sederhana. Pada variabel assurance, dimensi jaminan produk dan jaminan layanan. Sedangkan variabel empathy, terlihat dimensi keramahan karyawan dan perhatian karyawan yang mempunyai pengaruh yang besar terhadap kepuasan pelanggan dan WOM. Kesimpulan dari penelitian ini adalah untuk meningkatkan kepuasan pelanggan dan dampaknya terhadap WOM harus lebih fokus terhadap peningkatan kualitas pelayanan. Kata kunci: kualitas pelayanan, kepuasan pelanggan, WOM.

Item Type:	Thesis (S2)
Call Number CD:	CDT-551-14-035
Call Number:	TM/51/14/158
NIM/NIDN Creators:	55112110113
Uncontrolled Keywords:	Kualitas Pelayanan, Kepuasan Pelanggan, WOM, 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:	06 Feb 2015 09:39
Last Modified:	29 Jun 2022 02:34
URI:	http://repository.mercubuana.ac.id/id/eprint/13814

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