PEYLIKA, PEYLIKA (2019) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN DAN IMPLIKASINYA TERHADAP KEPUASAN KONSUMEN DI DEPARTMENT STORE RAMAYANA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aimed to analyze the factors of service quality, place, products quality on customer decisions and their implications on customer satisfaction. The research are customers on Ramayana Department Store in Bogor Kota, Indonesia. The research using accidental sampling technique, a total sample of 100 respondent were obtained. The results showed that there were a positive and significant effect of service quality, place and products quality on customer decisions and customer satisfaction, both partially and simultaneously, and customer decisions also had a significant direct effect on customer satisfaction. The conclusions in this study regarding the variables proved to have a positive and significant influence on the variable customer satisfaction, and customer decisions are very important in mediating the factors of service quality, location and product to the satisfaction of the customer of the Bogor Ramayana Department Store. Suggestions for companies are emphasizing the dimensions of empathy in service quality, location classification and conformity of product quality. It is also recommended to analyze other determinants that influence customer decisions and their implications for customer satisfaction in addition to the three factors described in this study. Keywords: service quality, location, product, customer decision, customer satisfaction Penelitian ini bertujuan menganalisis faktor kualitas pelayanan, lokasi, kualitas produk terhadap keputusan pelanggan dan implikasinya pada kepuasan konsumen pada pembelian di Department Store Ramayana Bogor. Data penelitian ini merupakan hasil dari penyebaran kuesioner secara langsung yang dilakukan pada bulan Februari 2019 di Ramayana Department Store yang berlokasi di Bogor, Indonesia. Metode penarikan sampel yang digunakan adalah aksidental sampel dengan 100 orang responden. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan kualitas pelayanan, lokasi, produk terhadap keputusan pelanggan dan kepuasan konsumen, baik secara parsial maupun simultan, serta keputusan pelanggan juga berpengaruh signifikan secara langsung pada kepuasan konsumen. Kesimpulan dalam penelitian ini bahwa seluruh variabel terbukti memberikan pengaruh positif dan signifikan terhadap variabel kepuasan konsumen, dan keputusan pelanggan sangat berperan penting dalam memediasi faktor kualitas pelayanan, lokasi dan kualitas produk terhadap kepuasan pelanngan Department Store Ramayana Bogor. Saran untuk perusahaan menekankan mengenai dimensi empati dalam kualitas pelayanan, pengelompokkan lokasi dan kesesuaian kualitas produk. disarankan pula untuk menganalis faktor-faktor penentu lainnya yang mempengaruhi keputusan pelanggan dan implikasinya terhadap kepuasan konsumen selain ketiga faktor yang telah dipaparkan dalam penelitian ini. Kata kunci : kualitas pelayanan, lokasi, kualitas produk, keputusan pelanggan, kepuasan konsumen
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-19-033 |
| Call Number: | T-51-MPS-19-003 |
| NIM/NIDN Creators: | 55117110054 |
| Uncontrolled Keywords: | service quality, location, product, costumer decision, costumer satisfaction,kualitas pelayanan, lokasi, kualitas produk, keputusan pelanggan, kepuasan konsumen. Manajemen Pemasaran (MPS) |
| 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: | MELATI CAHYA FITRIANI |
| Date Deposited: | 14 Feb 2022 04:51 |
| Last Modified: | 18 Jun 2022 07:05 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/55964 |
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