CAHYANTA, NUR (2013) PENGARUH KUALITAS PR KENDARAAN NIAGA MERE KEPUASAN DI JABOTABEK UNIVERSITAS MERCU PROGRAM PROGRAM PENGARUH KUALITAS PRODUK DAN LAYANAN KENDARAAN NIAGA MEREK HINO TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN JABOTABEK DAN SEKITARNYA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to determine the influence of Product Quality and Service Quality on Customer Satisfaction and its impact on Customer Loyalty of Hino Brand in Jabotabek Area. The exogenous variables were examined in this study are the Product Quality and Service Quality, the intervening variable is Customer Satisfaction, while the Customer Loyalty is an endogenous variable. Primary data collection was conducted through a survey method. Questionnaire distributed to Hino Customers that come in Dealer Workshop for maintaining or repairing their units. The sampling technique that be used is purposive sampling method. Base on the result of the data processing, Product Quality Variable is effect on Customer Satisfaction, Service Quality Variable is also effect on Customer Loyalty, Product Quality Variable is not effect on Customer Loyalty, Service Quality Variable is not effect on Customer Loyalty, and Customer Satisfaction Variable is effect on Customer Loyalty. The conclusion of this study, in order to influence customer satisfaction and then to be loyal, the company should be focus on the Product Quality and Service Quality. The Company should be always improve it so be better than their competitors. Keywords: Product Quality, Service Quality, Customer Satisfaction, Customer Loyalty Penelitian ini bertujuan untuk mengetahui besar pengaruh variable kualitas produk dan kualitas layanan terhadap kepuasan pelanggan dan implikasinya terhadap loyalitas pelanggan kendaraan niaga merek Hino di Jabotabek dan sekitarnya. Variabel eksogen yang diteliti dalam penelitian ini adalah variabel kualitas produk dan kualitas layanan, dengan variabel intervening kepuasan pelanggan. Sedangkan loyalitas pelanggan menjadi variabel endogen. Dalam penelitian ini, pengumpulan data dilakukan melalui metode survey. Kuesioner disebar kepada pelanggan yang datang ke bengkel resmi untuk melakukan perawatan atau perbaikan terhadap kendaraannya. Teknik Sampel yang digunakan menggunakan metode purposive sample. Dari hasil pengolahan data didapatkan variabel kualitas produk berpengaruh terhadap variabel kepuasan pelanggan, variabel kualitas layanan berpengaruh terhadap variabel kepuasan pelanggan, variabel kualitas produk tidak berpengaruh terhadap variabel loyalitas pelanggan, variabel kualitas layanan tidak berpengaruh terhadap variabel loyalitas pelanggan, sedangkan variabel kepuasan pelanggan berpengaruh terhadap variabel loyalitas pelanggan. Kesimpulan dari penelitian ini adalah untuk mempengaruhi kepuasan pelanggan sehingga loyal maka perusahaan harus fokus terhadap kualitas produk dan kualitas layanan. Perusahaan harus selalu memposisikan kualitas produk dan kualitas layanan yang lebih baik dibandingkan dengan pesaing-pesaingnya. Kata kunci: kualitas produk, kualitas layanan, kepuasan pelanggan, loyalitas pelanggan
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-13-059 |
| Call Number: | TM/51/13/159 |
| NIM/NIDN Creators: | 55110120134 |
| Uncontrolled Keywords: | kualitas produk, kualitas layanan, kepuasan pelanggan, loyalitas pelanggan, 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: | 05 Feb 2014 12:08 |
| Last Modified: | 12 Jul 2022 02:28 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/15097 |
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