TRATAMA, ANTONIUS SENOPATI PAWI (2018) PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN, DAN PERSEPSI HARGA, TERHADAP KEPUTUSAN PEMBELIAN KEMBALI MELALUI KEPUASAN PELANGGAN PRODUK FUJI AIR TOOLS (PT. Kawan Lama Sejahtera). S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
This study aims to analyze the effect of the product quality, service quality and percieved price on customer repurchase intention and customer satisfaction as a moderate variable. This research was conducted in PT. Kawan Lama Sejahtera, Indonesian authorized distributor for Fuji Airtool. This research is quantitative descriptive in nature. Target respondents are the customer of PT Kawan Lama Sejahtera, who had purchased more than one times. Questionnaire were distributed to the total respondents of 105 participants. Using Path Analysis Method, the result showed that, product quality, service quality and perceived price had significant effect, individually and simultanuously, on customer satisfaction. It was also found that product quality, service quality, perceived price, and customer satisfaction had positive-effect significantly on customer repurchase intention. This study will be able to be used by PT Kawan Lama Sejahtera, to increase the repurchase intention through customer satisfaction Keywords : Product Quality, Service Quality, Perceived Price, Customer Satisfaction, Repuchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, kualitas layanan dan persepsi harga terhadap keputusan pembelian kembali melalui kepuasan pelanggan sebagai variabel moderasi. Penelitian dilakukan di PT Kawan Lama Sejahtera, distributor resmi di Indonesia untuk Fuji Airtool. Target responden adalah pelanggan PT Kawan Lama Sejahtera yang melakukan pembelian lebih dari 1x. Kuesioner dibagikan kepada 105 responden sebagai sampel jenuh. Analisa kasus menggunakan Path Analysis untuk menguji model hubungan kausalnya. Hasil penelitian jalur satu menunjukan bahwa kualitas produk, kualitas layanan dan persepsi harga memiliki pengaruh positif signifikan baik secara individu dan bersama-sama terhadap kepuasan pelanggan. Pada jalur kedua, kualitas produk, kualitas layanan, persepsi harga dan kepuasan pelanggan secara individu dan bersama-sama memiliki pengaruh positif signifikan baik terhadap keputusan pembelian kembali. Pada tingkat manajerial, penelitian ini dapat digunakan sebagai rekomendasi untuk PT Kawan Lama Sejahtera dalam rangka meningkatkan pembelian ulang pelanggan melalui kepuasan pelanggan sebagai perantara. Kata kunci: Kualitas Produk, Kualitas Layanan, Persepsi Harga, Kepuasan pelanggan, Keputusan Pembelian Kembali.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-18-060 |
| NIM/NIDN Creators: | 55115110197 |
| Uncontrolled Keywords: | Product Quality, Service Quality, Perceived Price, Customer Satisfaction, Repuchase Intention, Kualitas Produk, Kualitas Layanan, Persepsi Harga, Kepuasan pelanggan, Keputusan Pembelian 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: | MYTHA ALVIANA SARI |
| Date Deposited: | 18 Mar 2022 06:31 |
| Last Modified: | 22 Jun 2022 02:45 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58333 |
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