Kumala Sari, Aprilia (2019) ANALISIS DAMPAK MINAT BELI PELANGGAN DI TRANSMART CARREFOUR CEMPAKA PUTIH. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, keragaman produk, dan persepsi harga terhadap minat beli pelanggan dengan kepuasan pelanggan sebagai variabel intervening di Transmart Carrefour Cempaka Putih. Populasi dalam penelitian ini sebanyak 97 responden. Teknik pengumpulan sampelnya yaitu purposive sampling. Teknik pengumpulan data menggunakan kuesioner dengan mengukur Skala Likert. Penelitian ini menggunakan metode analisis jalur dan uji sobel test untuk mengetahui seberapa besar pengaruh variabel intervening terhadap variabel eksogen dan endogen. Hasil dari persamaan substruktur I adalah Z = 0,377X1 + 0,264X2 + 0,299X3 + 0,659. Hasil perhitungan substruktur II adalah Y = 0,189X1 + 0,243X2 + 0,247X3 + 0,286Z + 0,654. Pengaruh langsung kualitas pelayanan terhadap kepuasan pelanggan sebesar 37,3% dan signifikan. Pengaruh langsung keragaman produk terhadap kepuasan pelanggan sebesar 26,4% dan signifikan. Pengaruh langsung persepsi harga terhadap kepuasan pelanggan sebesar 37,3% dan signifikan. Pengaruh langsung kualitas pelayanan terhadap minat beli pelanggan sebesar 18,9% dan signifikan. Pengaruh langsung keragaman produk terhadap minat beli pelanggan sebesar 24,3% dan signifikan. Pengaruh langsung persepsi harga terhadap minat beli pelanggan sebesar 24,7% dan signifikan. Pengaruh langsung kepuasan pelanggan terhadap minat beli pelanggan sebesar 28,6% dan signifikan. Pengaruh tidak langsung dan memediasi kualitas pelayanan terhadap minat beli pelanggan melalui kepuasan pelanggan sebesar 2,329. Pengaruh tidak langsung dan tidak memediasi keragaman produk terhadap minat beli pelanggan melalui kepuasan pelanggan sebesar 0,9021 dan pengaruh tidak langsung persepsi harga memediasi terhadap minat beli pelanggan melalui kepuasan pelanggan sebesar 2,183. Kata Kunci : Kualitas Pelayanan, Keragaman Produk, Persepsi Harga, Kepuasan Pelanggan dan Minat Beli Pelanggan This study aims to analyze the effect of service quality, product diversity, and price perception on customers' buying interest with customer satisfaction as an intervening variable in Cempaka Putih Carrefour Transmart. The population in this study were 97 respondents. The sample collection technique is purposive sampling. The technique of collecting data using a questionnaire by measuring the Likert Scale. This research uses path analysis method and double test to find out how much influence intervening variables have on exogenous and endogenous variables. The results of the substructure equation I are Z = 0,377X1 + 0,264X2 + 0,299X3 + 0,659. The result of calculation of substructure II is Y = 0,189X1 + 0,243X2 + 0,247X3 + 0,286Z + 0,654. The direct effect of service quality on customer satisfaction is 37,3% and significant. The direct effect of product diversity on customer satisfaction is 26,4% and significant. The direct effect of price perception on customer satisfaction is 37,3% and significant. The direct effect of service quality on customer buying interest is 18,9% and significant. The direct effect of product diversity on customer buying interest is 24,3% and significant. The direct effect of price perception on customer buying interest is 24,7% and significant. The direct effect of customer satisfaction on customer buying interest is 28,6% and significant. Indirect influence and mediating service quality towards customer buying interest through customer satisfaction of 2,329. Indirect and not mediating influence of product diversity on customer buying interest through customer satisfaction is 0,902 and the indirect effect of price perception mediates on customer buying interest through customer satisfaction of 2,183. Keywords: Service Quality, Product Diversity, Price Perception, Customer Satisfaction and Customer Buying Interest
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 08 Dec 2021 08:55 | ||||||||
| Last Modified: | 08 Dec 2021 08:55 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6141 |
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