ALFIANDI, DENDI (2019) PENGARUH KUALITAS PRODUK DAN HARGA OLI MESIN CHEVROLET Q8 DEXOS TERHADAP LOYALITAS PELANGGAN PADA DIVISI AFTERSALES PT. GENERAL MOTORS INDONESIA DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to determine the effect of product quality and price of engine oil Dexos Q8 to customer loyalty at Aftersales Division PT. General Motors Indonesia. The subject of this research is owner of Chevrolet car who located at Jakarta. And samples in this study is 100 respondents using quantitative research methods. Therefore Statistical Package for Social Science (SPSS) v.20 have been used to analyzing data.The results of this study show partially with product quality variables and price of engine oil Dexos Q8 positive and significant to customer loyalty at Aftersales division PT. General Motors Indonesia. This is evidenced by the significance value of each variable less than 0.05. Keywords: Product Quality, Price of Engine Oil Dexos Q8, Customer Loyalty Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk dan harga oli mesin Dexos Q8 terhadap loyalitas pelanggan pada divisi Aftersales PT. General Motors Indonesia. Subjek pada penelitian ini adalah pengguna mobil Chevrolet di jabodetabek. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan metode kuantitatif. Karena itu analisis data yang digunakan adalah Statistical Package for Social Science (SPSS) v.20. Hasil penelitian ini menunjukkan secara parsial bahwa variabel kualitas produk dan harga oli mesn Dexos Q8 berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada divis Aftersales PT. General Motors Indonesia. Hal ini dibuktikan dengan nilai signifikansi masing masing variabel kurang dari 0,05. Kata Kunci : Kualitas Produk, Harga Oli Mesin Dexos Q8, Loyalitas Pelanggan.
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