PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN YANG DIMEDIASI OLEH KEPUTUSAN PEMBELIAN (Studi kasus Smartphone samsung Dijakarta)

Mardiana, Via Ria (2022) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN YANG DIMEDIASI OLEH KEPUTUSAN PEMBELIAN (Studi kasus Smartphone samsung Dijakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk citra merek terhadap keputusan melalui kepuasan konsumen Smartphone samsung Penelitian ini menggunkan strategi asosiatif. Metode pengumpulan data menggunakan kuesioner yang diukur menggunakan skala likert. Populasi dalam penelitian ini adalah konsumen yang membeli Smartphone samsung. Metode pengambilan sempel menggunkan teknik purposive sampling dengan kreteria yaitu konsumen yang membeli Smartphone samsung pada bulan juni sampai desember 100 responden. Teknik analisis data yang digunakan dalam penelitian ini yaitu analisis jalur dengan bantuan sofware WarpPLS 7.0. Hasil penelitian menyimpulkan (1) Kualitas produk berpengaruh terhadap keputusan pembelian. (2) Citra merek berpengaruh terhadap keputusan pembelian. (3) keputusan pembelian berpengaruh terhadap kepuasan konsumen. (4) kualitas produk berpengaruh kepuasan konsumen terhadap keputusan pembelian The purpose of this study was to determine the effect of product quality on brand image on decisions through Samsung Smartphone consumer satisfaction This study uses an associative strategy. The data collection method used a questionnaire which was measured using a Likert scale. The population in this study are consumers who buy Samsung smartphones. The sampling method used a purposive sampling technique with the criteria that consumers who bought Samsung smartphones from June to December were 100 respondents. The data analysis technique used in this research is path analysis with the help of WarpPLS 7.0 software. The results of the study concluded (1) Product quality has an effect on purchasing decisions. (2) Brand image has an effect on purchasing decisions. (3) purchasing decisions affect consumer satisfaction. (4) product quality influences consumer satisfaction on purchasing decisions. (5) Product quality influences consumer satisfaction on purchasing decision.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Chandra, Rama 0323087104 rama.chandra@stei.ac.id
Uncontrolled Keywords:	Kualitas produk, Kualitas pelayanan, Kepuasan konsumen, Loyalitas konsumen.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Via Ria Mardiana
Date Deposited:	16 Jun 2022 03:00
Last Modified:	16 Jun 2022 03:01
URI:	http://repository.stei.ac.id/id/eprint/7655

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