PENGARUH BRAND TRUST DAN HARGA PRODUK TERHADAP KEPUASAN PELANGGAN YANG DIMEDIASI OLEH KEPUTUSAN PEMBELIAN BEDAK MARCKS (Studi Kasus pada PT. Kimia Farma Veteran)

Iyut, Nasriah (2020) PENGARUH BRAND TRUST DAN HARGA PRODUK TERHADAP KEPUASAN PELANGGAN YANG DIMEDIASI OLEH KEPUTUSAN PEMBELIAN BEDAK MARCKS (Studi Kasus pada PT. Kimia Farma Veteran). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand trust dan harga produk terhadap keputusan pembelian dan kepuasan pelanggan bedak Marcks pada PT. Kimia Farma Veteran. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian asosiatif kuantitatif dan Metode penelitian yang digunakan adalah survei. Populasi dalam penelitian ini adalah seluruh pelanggan di PT. Kimia Farma Veteran, sedangkan sampel yang digunakan adalah sebanyak 134 orang berdasarkan rumus Slovin. Berdasarkan analisis dan pembahasan atas pengaruh brand tust dan harga produk terhadap kepuasan pelanggan yang dimediasi oleh keputusan pembelian bedak Marcks maka dapat ditarik kesimpulan bahwa : (1) brand trust memiliki pengaruh signifikan terhadap keputusan pembelian bedak Marcks, (2) harga produk memiliki pengaruh signifikan terhadap keputusan pembelian bedak Marcks, (3) brand trust memiliki pengaruh signifikan terhadap kepuasan pelanggan, (4) harga produk memiliki pengaruh signifikan terhadap kepuasan pelanggan, (5) keputusan pembelian memiliki pengaruh signifikan terhadap kepuasan pelanggan, (6) brand trust memiliki pengaruh signifikan terhadap kepuasan pelanggan melalui keputusan pembelian dan (7) harga produk memiliki pengaruh signifikan terhadap kepuasan pelanggan melalui keputusan pembelian bedak Marcks. ABSTRACT This study aims to determine and analyze the effect of brand trust and product prices on purchasing decisions and customer satisfaction The strategy used in this research is quantitative associative research strategy and the research method used is a survey. The population in this study were all customers at PT. Kimia Farma Veteran, while the sample used was 134 people based on the Slovin formula. Based on the analysis and discussion of the influence of brand tust and product prices on customer satisfaction mediated by the purchase decision for Marcks powder, it can be concluded that: (1) brand trust has a significant effect on purchasing decisions for Marcks powder, (2) product prices have a significant effect on decision to purchase Marcks powder, (3) brand trust has a significant effect on customer satisfaction, (4) product prices have a significant effect on customer satisfaction, (5) purchase decisions have a significant effect on customer satisfaction, (6) brand trust has a significant effect on customer satisfaction. customer satisfaction through purchase decisions and (7) product prices have a significant effect on customer satisfaction through the purchase decision Marcks powder..

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSumitro, MitroUNSPECIFIEDsumitro@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Users 927 not found.
Date Deposited: 23 Sep 2020 06:17
Last Modified: 23 Sep 2020 06:17
URI: http://repository.stei.ac.id/id/eprint/876

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