PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN CITRA PERUSAHAAN TERHADAP KEPUASAN PELANGGAN (Studi pada Nasabah PT Prudential Indonesia, Jakarta)

EDI PRIYATNO, AGUS (2019) PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN CITRA PERUSAHAAN TERHADAP KEPUASAN PELANGGAN (Studi pada Nasabah PT Prudential Indonesia, Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menguji apakah pengaruh Kualitas Pelayanan, Kualitas Produk dan Citra Perusahaan terhadap Kepuasan Pelanggan pada nasabah PT Prudential Jakarta, Kantor Agency Infiniteam. Penelitian ini menggunakan jenis penelitian deskriptif pendekatan kuantitatif, yang diukur dengan menggunakan metoda koefisien determinasi dengan SPSS 22.00. Populasi dari penelitian ini adalah nasabah PT Prudential Jakarta, Kantor Agency Infiniteam periode 2013-2017 yang memiliki masa aktif polis lebih dari 1 tahun. Sampel ditentukan berdasarkan metode purpose sampling, dengan jumlah sampel sebanyak 91 responden. Metode pengumpulan data yang digunakan adalah metode survei dengan menggunakan kuesioner. Hasil penelitian membuktikan bahwa (1) Kualitas Pelayanan tidak berpengaruh signifikan terhadap Kepuasan Pelanggan pada nasabah PT Prudential Jakarta, Kantor Agency Infiniteam dengan nilai koefisien determinasi sebesar 0.05%, (2) Kualitas Pelayanan berpengaruh signifikan terhadap Kepuasan Pelanggan pada nasabah PT Prudential Jakarta, Kantor Agency Infiniteam dengan nilai koefisien determinasi sebesar 12.32%, (3) Citra Perusahaan berpengaruh signifikan terhadap Kepuasan Pelanggan pada nasabah PT Prudential Jakarta, Kantor Agency Infiniteam dengan nilai koefisien determinasi sebesar 7.23%. (4) Secara simultan menyimpulkan bahwa kualitas pelayanan, kualitas produk dan citra perusahaan berpengaruh signifikan terhadap kepuasan pelanggan pada nasabah PT Prudential Jakarta, Kantor Agency Infiniteam dengan nilai koefisien determinasi sebesar 21.3%. Kata kunci : Kualitas Pelayanan, Kualitas Produk, Citra Perusahaan, Kepuasan Pelanggan ABSTRACT This study aims to meticulously examine the influence of Service Quality, Product Quality and Company Image on Customer Satisfaction on customers of PT Prudential Jakarta, Infiniteam Agency Office. This research employs descriptive quanitative research approach, which is measured using the coefficient of determination method using SPSS 22.00. The population of this study is the customer of Infiniteam Agency Office for the period 2013-2017 having an active period of more than 1 year. The sample was determined based on the purposive sampling method, with a total sample of 91 respondents. The data collection method used is the survey method using questionnaires. The results of the study revealed that (1) Service Quality does not have a significant effect towards Customer Satisfaction with determination coefficient value of 0.05%, (2) Service Quality imposes a significant effect towards Customer Satisfaction with coefficient determination value of 12.32%, (3) Corporate image stuns a significant effect towards Customer Satisfaction on customers with a determination coefficient value of 7.23%. (4) It is simultaneously concluded that service quality, product quality and corporate image impose a significant effect towards customer satisfaction on customers of PT Prudential Jakarta, Infiniteam Agency Office with determination coefficient value of 21.3%. Keywords : Service Quality, Product Quality, Corporate Image, Customer Satisfaction

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorAprileny, ImeldaUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 04 Jan 2022 02:22
Last Modified: 04 Jan 2022 02:22
URI: http://repository.stei.ac.id/id/eprint/6584

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