PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI INTERVENING VARIABLE

Octaviani, Tia (2021) PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI INTERVENING VARIABLE. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menguji apakah ada pengaruh kualitas pelayanan, kualitas produk dan harga terhadap kepuasan pelanggan dan loyalitas pelanggan. Metoda yang digunakan peneliti adalah kuantitatif dengan strategi penelitian yang digunakan adalah strategi asosiatif. Penelitian ini menggunakan data primer dengan penyebaran kuisioner sebanyak 96 pelanggan McDonalds Plaza Sentral. Teknik pengambilan sampel digunakan dengan Nonprobability sampling. Metoda pengolahan data dalam penelitian ini menggunakan structural equation modeling (SEM) penelitian menguji Inner model, outer model dan hipotesis dengan menggunakan aplikasi SmartPLS 3.0. Hasil penelitian ini menunjukan bahwa variabel kualitas pelayanan berpengaruh secara signifikan terhadap kepuasan pelanggan. Kualitas produk berpegaruh secara signifikan terhadap kepuasan pelanggan. Harga berpengaruh secara signifikan terhadap loyalitas pelanggan, namun tidak berpengaruh secara siginikan terhadap kepuasan pelanggan. Kualitas pelayanan dan kualitas produk tidak berpengaruh secara signifikan terhadap loyalitas pelanggan. ABSTRACT This study aims to examine whether there is an effect of service quality, product quality and price on customer satisfaction and customer loyalty. The method used by the researcher is quantitative with the research strategy used is associative strategy. This study uses primary data by distributing questionnaires to 96 McDonalds Plaza Sentral customers. The sampling technique used is non- probability sampling. The data processing method in this study uses structural equation modeling (SEM). The research tests the Inner model, outer model and hypothesis using the SmartPLS 3.0 application. The results of this study indicate that the service quality variable has a significant effect on customer satisfaction. Product quality has a significant effect on customer satisfaction. price has a significant effect on customer loyalty, but does not significantly affect customer satisfaction. Service quality and product quality have no significant effect on customer loyalty

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorsyamsuar, Ginanjar0323106102ginanjarsyamsuar@gmail.com
Uncontrolled Keywords: kualitas pelayanan, kualitas produk, harga, kepuasan pelanggan, loyalitas pelanggan. 2021
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: TIA OKTAVIANI
Date Deposited: 10 Oct 2021 14:28
Last Modified: 10 Oct 2021 14:28
URI: http://repository.stei.ac.id/id/eprint/5461

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