SOLEH, MOHAMMAD (2020) ANALISIS PENGARUH KUALITAS PRODUK, KEWAJARAN HARGA, DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN DAN IMPLIKASINYA TERHADAP LOYALITAS PADA PRODUK BUMBU INSTAN MEREK SAJIKU DI JAKARTA UTARA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini dilatarbelakangi oleh fenomena indikasi peningkatan citra merek dalam bumbu instan suatu merek menurut Frontier Research (Top Brand Award) namun terdapat penurunan kinerja produk tersebut. Tujuan penelitian adalah untuk mengetahui dan menguji pengaruh variabel kualitas produk, keadilan harga, dan citra merek terhadap kepuasan konsumen, dan implikasinya terhadap loyalitas konsumen. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif. Populasi penelitian ini adalah seluruh pengguna bumbu instan merek Sajiku di Jakarta Utara. Sampel ditentukan menjadi 198 responden, berdasarkan teori Loehlin. Metode yang digunakan dalam pengambilan sampel adalah nonprobability sampling. Metode yang digunakan dalam menganalisis data adalah metode Structural Equation Model (SEM). Alat yang digunakan sebagai perangkat lunak dalam menggunakan SEM adalah Lisrel 8.80. Hasil penelitian menunjukkan bahwa kualitas produk, kewajaran harga, dan citra merek berpengaruh signifikan terhadap kepuasan konsumen dan implikasinya terhadap loyalitas konsumen. Namun, Variabel harga memiliki pengaruh paling kuat dibandingkan dengan variabel kualitas produk dan citra merek terhadap kepuasan konsumen. Berdasarkan hal tersebut, untuk meningkatkan kinerja bumbu instan merek Sajiku di Jakarta Utara, langkah pertama yang dilakukan adalah mengevaluasi penetapan harga khusus untuk wilayah Jakarta Utara, dan perlu memperluas promosi agar citra mereknya semakin dikenal, serta meyakinkan konsumen bahwa produk memenuhi standar kesehatan dengan kemasan yang mencerminkan hal tersebut. Kata kunci: kualitas produk, kewajaran harga, citra merek, kepuasan konsumen,loyalitas konsumen This research is motivated by the phenomenon of indication of an increase in brand image in the instant seasoning of one brand according to Frontier Research (Top Brand Award) but there is a decrease in the product's performance its. The research objective was to determine and examine the effect of variable product quality, price fairness, and brand image on customer satisfaction, and the implications for consumer loyalty. The method used in this research is a quantitative descriptive method. The population of this study was all users of the Sajiku brand instant seasoning in North Jakarta. The sample was determined to be 198 respondents, based on the Loehlin theory. The method used in sampling is a nonprobability sampling. The method used in analyzing the data is the Structural Equation Model (SEM) method. The tool used as a software in using SEM is Lisrel 8.80. The results showed that product quality, price fairness, and brand image had a significant effect on customer satisfaction and their implications for consumer loyalty. However, price variables have the strongest influence compared to variables of product quality and brand image on consumer satisfaction. Based on this, to improve the performance of Sajiku brand instant seasoning in North Jakarta, the first step is to evaluate special pricing for the North Jakarta area, as well as need to expand promotions so that its brand image is increasingly recognized, as well as convince consumers that products meet health standards with packaging that reflects that matter. Keyword: quality product, price fairness, brand image, customer satisfaction,customer loyalty
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-20-017 |
| Call Number: | T-51-MPS-20-014 |
| NIM/NIDN Creators: | 55118110120 |
| Uncontrolled Keywords: | quality product, price fairness, brand image, customer satisfaction,customer loyalty, kualitas produk, kewajaran harga, citra merek, kepuasan konsumen,loyalitas konsumen |
| 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: | 17 Feb 2022 03:58 |
| Last Modified: | 18 Jun 2022 03:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56255 |
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