Wawondatu, Lucian Reiner (2012) PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN MEMBELI KEMBALI TEPUNG TERIGU PT. EASTERN PEARL FLOUR MILLS. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Kualitas pelayanan dan kepuasan pelanggan adalah kunci keberhasilan dari sebuah perusahaan, baik itu perusahaan yang memproduksi suatu barang maupun jasa untuk masa sekarang maupun yang akan datang. Pada tahun- tahun terakhir, persaingan antara produsen terigu di Indonesia semakin marak. Para produsen terigu di Indonesia berkompetisi untuk menciptakan produk terigu dengan harga yang kometitif dan berkualitas. Kepuasan pelanggan diharapkan menghasilkan company loyality dan pembelian berulang kepada satu perusahaan. Sumber daya manusia, kualitas produk, harga dan proses pelayanan. Kinerja strategi ini harus selalu dipertahankan. Penelitian ini bertujuan untuk mengukur seberapa besar pengaruh kualitas pelayanan, kualitas produk dan kepuasan pelanggan dari pelayanan perusahaan terhadap keputusan pembelian yang akan menentukan keputusan pembelian tepung terigu sehingga untuk jangka panjang diharapkan konsumen akan loyal terhadap perusahaan. Dengan menggunakan pengumpulan data melalui kuesioner, metode pengujian regresi berganda. Hasilnya menunjukan bahwa terbukti variabel Kualitas Pelayanan dan Kepuasan Pelanggan mempunyai pengaruh positif terhadap Keputusan Membeli Kembali. Solusi untuk membuat pelanggan melakukan pembelian ulang adalah dengan memperhatikan dan meningkatkan kualitas produk, meningkatkan kualitas pelayanan yang khususnya harga yang sesuai dan melakukan promosi untuk meningkatkan merek produk. Kata kunci : Kualitas Pelayanan, Kepuasan Pelanggan, Keputusan Membeli Kembali. Service quality and customer satisfaction are the keys to the success of a company, for a company that produces goods or services for the present and the future. In the last years, the competition between wheat producers in Indonesia has become so crowded. The producers in Indonesia Wheat Flour product compete to creating a competitive prices and quality. Company is expected to generate customer satisfaction, service quality to repeat purchases and loyalty to the company. Human resources, product quality, pricing and service processes. Thus, the performance of this strategy should always be maintained. This study aims to measure how much influence the quality of service, product quality and customer satisfaction of service to the company's purchasing decisions that will determine the purchase decision flour for the long term, which is expected to be loyal to the company's customers. The study, entitled The Effect of Service Quality and Customer Satisfaction to purchase decisions. By using the tools of data collection via questionnaires, By using the multiple regression test. The results show that the proven Service Quality Variables and Customer Satisfaction has a positive effect on Repurchase Decision. Solutions to make customers make repeat purchases is focus to improve product quality, improve the service quality especially appropriate pricing and promotions to branding of the products. Keywords : Service Quality, Customer Satisfaction, Repurchase Decision.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-12-046 |
| Call Number: | TM/51/13/135 |
| NIM/NIDN Creators: | 55109120070 |
| Uncontrolled Keywords: | Kualitas Pelayanan, Kepuasan Pelanggan, Keputusan Membeli Kembali, 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: | 11 Jul 2013 12:08 |
| Last Modified: | 12 Jul 2022 04:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/38453 |
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