Carissa, Mutiara Dewi Syahda (2022) PENGARUH KUALITAS PELAYANAN, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN YANG DI MEDIASI OLEH PROSES KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Bubur Mayong Kelapa Gading). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (Cover + Abstrak)
Cover + Abstrak.pdf - Other Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
|
Text (BAB 1)
BAB 1.pdf - Other Available under License Creative Commons Attribution Non-commercial. Download (596kB) |
|
Text (BAB 2)
BAB 2.pdf - Other Available under License Creative Commons Attribution Non-commercial. Download (772kB) |
|
Text (BAB 3)
BAB 3.pdf - Other Available under License Creative Commons Attribution Non-commercial. Download (688kB) |
|
Text (BAB 4)
BAB 4.pdf - Other Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (997kB) | Request a copy |
|
Text (BAB 5)
BAB 5.pdf - Other Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (581kB) | Request a copy |
|
Text (Daftar Referensi)
DAFTAR REFERENSI.pdf - Other Available under License Creative Commons Attribution Non-commercial. Download (518kB) |
|
Text (Lampiran)
LAMPIRAN.pdf - Other Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (1MB) | Request a copy |
Abstract
The purpose of this study was to determine the effect of tiktok social media promotion, service quality, product quality on purchasing decisions mediated by customer satisfaction Bubur Ayam Mayong 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 were consumers of Chicken Mayong Porridge. The sampling method used purposive sampling technique with the criteria that the customers who had consumed the 2022 Mayong Chicken Porridge were 100 respondents. In this study, the data analysis technique used is path analysis with the help of WarpPLS 8.0 software. The results of the study concluded (1) The quality of service has no effect on purchasing decisions for customers of the Mayong Chicken Porridge shop. (2) Service quality has no effect on customer satisfaction at the customer of the Mayong Chicken Porridge shop. (3) Promotion has an effect on purchasing decisions for the customer of the Mayong Chicken Porridge shop. (4) Product quality has an effect on purchasing decisions for customers of the Mayong Chicken Porridge shop (5) Purchasing decisions have an effect on customer satisfaction with customers of the Mayong Chicken Porridge shop (6) Product quality affects purchase satisfaction for customers of the Mayong Chicken Porridge shop (7) Decision Process purchase does not mediate the effect of service quality on customer satisfaction (8) The purchase decision process mediates the effect of promotion on customer satisfaction. (9) The purchase decision process mediates the effect of product quality on customer satisfaction. Tujuan penelitian ini adalah untuk mengetahui pengaruh promosi media sosial tiktok, kualitas pelayanan, kualitas produk terhadap keputusan pembelian yang di mediasi oleh kepuasan pelanggan Bubur Ayam Mayong Penelitian ini menggunakan strategi asosiatif. Metode pengumpulan data menggunakan kuesioner yang diukur menggunakan skala likert. Populasi dalam penelitian ini adalah konsumen Bubur Ayam Mayong. Metode pengambilan sempel menggunakan teknik purposive sampling dengan kreteria yaitu pelanggan yang telah mengkonsumsi Bubur Ayam Mayong 2022 berjumlah 100 responden. Dalam penelitian ini Teknik analisis data yang digunakan yaitu analisis jalur dengan bantuan sofware WarpPLS 8.0. Hasil penelitian menyimpulkan (1) Kualitas pelayanan tidak berpengaruh terhadap keputusan pembelian pada pelanggan toko Bubur Ayam Mayong. (2) Kualitas pelayanan tidak berpengaruh terhadap kepuasan pelanggan pada pelanggan toko Bubur Ayam Mayong konsumen..(3) Promosi berpengaruh terhadap keputusan pembelian pada pelanggan toko Bubur Ayam Mayong. (4) Kualitas produk berpengaruh terhadap keputusan pembelian pada pelanggan toko Bubur Ayam Mayong(5) Keputusan Pembelian berpengaruh terhadap kepuasan Pelanggan pada pelanggan toko Bubur Ayam Mayong (6) Kualitas produk berpengaruh terhadap kepuasan pembelian pada pelanggan toko Bubur Ayam Mayong (7) Proses Keputusan pembelian tidak memediasi berpengaruh kualitas pelayanan terhadap kepuasan pelanggan (8) Proses Keputusan pembelian memediasi berpengaruh promosi terhadap kepuasan pelanggan. (9) Proses Keptusan pembelian memediasi berpengaruh kualitas produk terhadap kepuasan pelanggan.
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Uncontrolled Keywords: | Kualitas Pelayanan, Kualitas Produk, Promosi, Keputusan Pembelian, Kepuasan Pelanggan | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | MUTIARA DEWI SYAHDA CARISSA | ||||||||
| Date Deposited: | 13 Oct 2022 04:28 | ||||||||
| Last Modified: | 13 Oct 2022 04:28 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8633 |
Actions (login required)
 |
View Item |
