FANNY NURSANG FADILLA, FANNY (2021) PENGARUH CITRA MEREK, INOVASI, DAN HARGA TERHADAP KEPUASAAN PELANGGAN GOJEK GO- RIDE (sTUDI KASUS PADA MASYARAKAT RT 015 PALMERIAM). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Citra Merek ,Inovasi , dan Harga terhadap Kepuasaan pelanggan Gojek GO-RIDE pada masyarakat RT 015 Palmeriam. Strategi penelitian ini adalah asosiatif. Teknik pengambilan sampel menggunakan purposive sampling. Populasi di dalam penelitian ini adalah keseluruhan pelanggan masyarakat RT 015 Palmeriam. Responden sebanyak 97 orang. Metode analisis koefisien determinasi parsial & berganda, serta uji hipotesis dengan bantuan IBM SPSS Statistic 25.0. Berdasarkan hasil analisis koefisien korelasi, hasil menunjukkan bahwa koefisien korelasi parsial Citra Merek terhadap kepuasan pelanggan adalah sebesar 0,163 dengan nilai koefisien determinasi parsial (KDP) sebesar 2,65%. Koefisien korelasi parsial Inovasi terhadap kepuasan pelanggan sebesar 0,235 dengan nilai (KDP) sebesar 5,52%. Koefisien korelasi parsial Harga terhadap kepuasan pelanggan sebesar 0,474 dengan nilai (KDP) sebesar 22,46%. Koefisien korelasi berganda Citra Merek, Inovasi, dan Harga terhadap kepuasan pelanggan sebesar 0,784 dengan nilai koefisien determinasi berganda (KDB) sebesar 61,46%. Berdasarkan hasil uji hipotesis secara parsial, Citra Merek tidak berpengaruh terhadap kepuasan pelanggan dengan nilai signifikan t 0,115 < 0,05. Inovasi berpengaruh terhadap kepuasan pelanggan dengan nilai signifikan t 0,022< 0,05. Harga berpengaruh terhadap kepuasan pelanggan dengan nilai signifikan t 0,000 < 0,05. Berdasarkan hasil uji hipotesis secara simultan, Citra Merek, Inovasi, dan harga berpengaruh terhadap kepuasan pelanggan dengan nilai signifikan F 0,000 < 0,05. The purpose of this research is to determine the influence of brand image, Innovation, and price to customer satisfaction the community GOJEK GO-RIDE of RT 015 Palmeriam. Researcher used associative strategy.The sampling in this research used purposive sampling technique. The population in this study is the entire community of RT 015 Palmeriam customers and the data sample are 97 respondens. This research uses a corelation coefficient & determination coefficient, and hipotesis testing by IDM SPSS Statistics 25.0. Based on the results corelation coefficient, the result shows corelation coefficient partial brand image to customer satisfaction, about 0,163 with coefficient determination partial (KDP) 2,65%. Corelation coefficient partial innovation to customer satisfaction, about 0,235 with (KDP) 5,52%. Corelation coefficient partial price to customer satisfcation, about 0,474 with (KDP) 22,46%. Corelation coefficient simultaneus brand image, innovation, and price to customer satisfaction, about 0,784 with coefficient of multiple determination (KDB) 61,46%. Based on the result partial hipotesis testing, brand image has not significant effect to customer satisfaction with significant t 0,115 < 0,05. Innovation has a significant effect to customer satisfaction with significant t 0,022 < 0,05. Price has a significant effect to customer satisfaction with with significant t 0,000 < 0,05. Based on the results simultaneus hipotesis testing, brand image, innovation, and price has a significant effect to customer satisfaction with significant F 0,000 < 0,05.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mrs FANNY NURSANG FADILLA | ||||||||
| Date Deposited: | 30 Aug 2021 04:54 | ||||||||
| Last Modified: | 30 Aug 2021 04:54 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/4507 |
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