ANALISIS PENGARUH LOKASI, PROMOSI DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA TERHADAP KEPUASAN KONSUMEN DI INDOMARET TAMAN WALET 1, PASAR KEMIS - TANGERANG

SUKMANA, NANANG (2020) ANALISIS PENGARUH LOKASI, PROMOSI DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA TERHADAP KEPUASAN KONSUMEN DI INDOMARET TAMAN WALET 1, PASAR KEMIS - TANGERANG. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to determine the effect of location, promotion and service quality on purchasing decisions and their impact for customer satisfaction by measuring indicators that affect location variables, promotion and service quality on purchasing decision variables and their impact for customer satisfaction variables. This research applies descriptive research design using survey methods. Sampling uses convenience method as a sampling technique. This study was tested using a Structural Equation Modeling (SEM) approach - LISREL to test the significance of the effects of all predetermined models and pathways. The findings show that location, promotion and service quality variables have a significant effect on purchasing decision variables. The subsequent findings show that location, promotion and service quality variables do not have a significant influence on customer satisfaction variables. This study also shows that purchasing decision variables have an influence on customer satisfaction variables. It is recommended for companies to highlight location excellence, promotion and service quality. Keywords: Location, Promotion, Service Quality, Purchasing Decision, Customer Satisfaction Tujuan dari penelitian ini adalah untuk mengetahui pengaruh lokasi, promosi dan kualitas layanan terhadap keputusan pembelian serta dampaknya terhadap kepuasan pelanggan dengan mengukur indikator-indikator yang mempengaruhi variabel lokasi, promosi dan kualitas layanan terhadap variabel keputusan pembelian serta implikasinya terhadap variabel kepuasan pelanggan. Penelitian ini menerapkan desain penelitian deskriptif dengan menggunakan metode survei. Pengambilan sampel menggunakan convinient sampling sebagai teknik pengambilan sampel. Penelitian ini diuji menggunakan pendekatan model persamaan struktural (Structural Equation Modeling, SEM) – LISREL untuk menguji pengaruh signifikansi dari keseluruhan model dan jalur yang telah ditentukan sebelumnya. Temuan menunjukkan bahwa variabel lokasi, promosi dan kualitas layanan berpengaruh signifikan terhadap variabel keputusan pembelian, Temuan selanjutnya menunjukkan bahwa secara langsung variabel lokasi, promosi dan kualitas layanan tidak memiliki pengaruh secara signifikan terhadap variabel kepuasan pelanggan. Penelitian ini juga menunjukkan bahwa variabel keputusan pembelian memiliki pengaruh terhadap variabel kepuasan pelanggan. Disarankan kepada perusahaan untuk menonjolkan keunggulan lokasi, promosi dan kualitas layanan. Kata kunci: Lokasi, Promosi, Kualitas Layanan, Keputusan Pembelian, Kepuasan Pelanggan

Item Type: Thesis (S2)
Call Number CD: CD/551. 20 063
Call Number: TM/51/21/027
NIM/NIDN Creators: 55116120118
Uncontrolled Keywords: Lokasi, Promosi, Kualitas Layanan, Keputusan Pembelian, Kepuasan Pelanggan
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 09 Nov 2021 03:04
Last Modified: 25 Apr 2022 02:11
URI: http://repository.mercubuana.ac.id/id/eprint/50102

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