ARIFIANTO, INDRA (2015) PENGARUH KUALITAS LAYANAN DAN PERSEPSI HARGA TERHADAP KEPUASAN NASABAH SERTA IMPLIKASINYA PADA LOYALITAS NASABAH PT PEGADAIAN (PERSERO) KANTOR CABANG RENGASDENGKLOK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Perkembangan dunia bisnis pada era globalisasi menuntut kinerja yang sempurna dari setiap proses yang dijalankan perusahaan. Pemasaran tidak lagi dipandang sebagai bagian yang terpisah dari organisasi yang hanya berperan sebagai proses penjualan suatu produk. Perusahaan jasa yang ingin berkembang harus dapat memberikan pelayanan yang berkualitas dengan harga bersaing daripada pesaingnya. Tujuan dari penelitian ini yaitu untuk menguji dan menganalisa pengaruh kualitas pelayanan dan persepsi harga terhadap kepuasan serta implikasinya pada loyalitas nasabah PT Pegadaian (Persero) Kantor Cabang Rengasdengklok. Penelitian dilakukan dengan melalui studi kasus terhadap nasabah PT Pegadaian (Persero) Cabang Rengasdengklok. Pengumpulan data primer dilakukan dengan menggunakan kuesioner dengan jumlah sampel sebanyak 214 nasabah PT Pegadaian (Persero) Cabang Rengasdengklok. Metode yang digunakan yaitu Structural Equation Model (SEM) yang dijalankan dengan program LISREL. Hasil penelitian ini mengkonfirmasi bahwa variabel eksogen kualitas layanan dan persepsi harga berpengaruh signifikan dan positif terhadap variabel endogen kepuasan dan loyalitas nasabah. Kata kunci: Kepuasan Nasabah; Kualitas Layanan; Loyalitas Nasabah; Persepsi Harga. Development of business in the era of globalization requires the perfect performance of each process that run the company. Marketing is no longer seen as a separate part of an organization that only serves as the process of selling a product. Service companies who want to develop must be able to provide a quality service at competitive prices than its competitors. The study was conducted through case studies of clients of PT Pawnshop ( Persero ) Branch Rengasdengklok. The purpose of this study is to examine and analyze the influence of the perception of service quality and price to satisfaction as well as the implications for customer loyalty PT Pawnshop ( Persero) Branch Rengasdengklok. Primary data were collected using a questionnaire with a total sample of 214 customers of PT Pawnshop ( Persero ) Branch Rengasdengklok. The method used is Structural Equation Model ( SEM ) which is run by the program LISREL. Results of this study confirm that the exogenous variables of service quality and price perception of significant and positive impact on endogenous variables customer satisfaction and loyalty Key words: Customers Satisfaction, Quality Service, Customer Loyalty, Price Perseption
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-15-133 |
| NIM/NIDN Creators: | 55112320021 |
| Uncontrolled Keywords: | Kepuasan Nasabah; Kualitas Layanan; Loyalitas Nasabah; Persepsi Harga, 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: | MELATI CAHYA FITRIANI |
| Date Deposited: | 07 Jun 2022 03:17 |
| Last Modified: | 30 Jun 2022 03:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/62754 |
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