NUGROHO, BAYU (2021) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP KEPUASAN KONSUMEN (Studi kasus pada Toko Online Heymale.id). Skripsi thesis, SEKOLAH ILMU EKONOMI INDONESIA JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui faktor-faktor mempengaruhi Kepuasan Konsumen pada followers toko online brand lokal. Dimana kepuasan konsumen sebagai variabel dependen, sedangkan Kualitas Produk, Kualitas Pelayanan, dan Persepsi Harga sebagai variabel independen. Populasi dalam penelitian ini ialah followers Instagram pada toko online Heymale.id. Penelitian ini mengggunakan metode survey analisis kuantitatif. Pengumpulan data dengan menggunakan kuesioner sebanyak 97 responden. Teknik pengambilan sampel yang digunakan adalah purpose sampling. Metode analisis data adalah uji validitas, uji realibilitas, analisis regresi berganda, koefisi en determinasi (KD), uji t, uji f dengan menggunakan SPSS versi 26.00. Hasil penelitian membuktikan bahwa secara parsial kulitas produk, kualitas pelayanan dan persepsi harga berpengaruh signifikan terhadap kepuasan konsumen pada Toko Online Heymale.id. Sedangkan, secara simultan kualitas produk, kualitas pelayanan dan persepsi harga secara bersama-sama berpengaruh terhadap kepuasan konsumen pada Toko Online Heymale.id. Pada penelitian ini variabel Kualitas Produk memiliki pegaruh paling dominan terhadap variabel Kepuasan Konsumen. The study aims to identify factors influencing the consumer satisfaction of the followers of local brand online stores. Where consumer satisfaction asa dependent variable, whereas the quality of the product, the quality of service, and the perception of the price as independent variables. The population in this study followers instagram the online store heymale. The study employs a quantitative analysis survey. Data collection using a questionnaire from 97 respondents. The sampling technique used is the purpose sampling. Data analysis methods are valification tests, realification tests, multiple regression analysis, coefficient determinations (kd), test t, test f using version 26.00 SPSS. The results of the study prove that partially product quality, service quality and price perception have a significant effect on consumer satisfaction at the Heymale.id Online Store. Meanwhile, simultaneously product quality, service quality and price perception simultaneously affect consumer satisfaction at the Heymale.id Online Store. In this study, the Product Quality variable has the most dominant influence on the Consumer Satisfaction variable.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | BAYU NUGROHO | ||||||||
| Date Deposited: | 27 Dec 2021 05:13 | ||||||||
| Last Modified: | 27 Dec 2021 05:13 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6421 |
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