ABDUL, KHAFIDZ (2021) PENGARUH KERAGAMAN PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN (Survei Di Indomaret Ancol 1-T001 Jakarta Utara). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh keragaman produk dan kualitas pelayanan terhadap kepuasan konsumen yang dimediasi keputusan pembelian konsumen di Indomaret Ancol 1-T001 Jakarta Utara. Strategi yang digunakan dalam penelitian ini adalah strategi asosiatif dengan metode survey. Populasi dalam penelitian ini adalah seluruh pelanggan di Indomaret Ancol 1 cabang Jakarta. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah Purposive Sampling dengan jumlah sampel sebanyak 100 responden. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Penelitian ini menggunakan metode analisis jalur dengan Software (perangkat lunak) Partial Least Square. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan berpengaruh langsung positif dan signifikan terhadap kepuasan konsumen. Keragaman produk kualitas pelayanan dan kepuasan konsumen berpengaruh langsung positif dan signifikan terhadap keputusan pembelian. Keputusan pembelian mampu memediasi keragaman produk dan kualitas pelayanan terhadap kepuasan konsumen pada di Indomaret Ancol 1-T001 Jakarta Utara. ABSTRACT This research aims to determine the effect of product diversity and service quality of customer satisfaction which mediated by consumer purchasing decisions at Indomaret Ancol 1-T001, North Jakarta. The strategy that used in this research is an associative strategy with a survey method. The population in this study were all customers of Indomaret Ancol 1 branch Jakarta. The sampling of technique which used in this study is purposive sampling with a total sample size of 100 respondents. The data collection technique were used a questionnaire that has been tested for validity and reliability. This research are using analysis method with Partial Least Square Software. The results of this research indicate that the service quality has a positive and significant effect directly on customer satisfaction. Product diversity, service quality and customer satisfaction have a positive and significant direct effect on purchasing decisions. The decisions of purchasing are able to mediate the product diversity and service quality towards customer satisfaction at Indomaret Ancol 1-T001, North Jakarta.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | ABDUL KHAFIDZ | ||||||||
| Date Deposited: | 13 Oct 2021 08:02 | ||||||||
| Last Modified: | 13 Oct 2021 08:02 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5510 |
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