Sigiro, Debora Juniati (2022) PENGARUH HARGA, KUALITAS PELAYANAN DAN PROMOSI MEDIA SOSIAL TERHADAP LOYALITAS KONSUMEN PADA DCREPES KELAPA GADING. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Harga, Kualitas Pelayanan dan Promosi Media Sosial terhadap Loyalitas Konsumen pada Dcrepes Kelapa Gading. Variabel bebas dalam penelitian ini adalah Harga, Kualitas Pelayanan, dan Promosi Media Sosial. Sedangkan variable terikat dalam penelitian ini adalah Loyalitas Konsumen. Metode yang digunakan dalam penelitian ini adalah metode pendekatan kuantitatif. Populasi pada penelitian ini adalah konsumen yang berkunjung atau membeli Dcrepes di Kelapa Gading. Pengumpulan data dalam penelitian ini menggunakan metode penelitian survey. Teknik pengumpulan data menggunakan alat kuesioner dengan skala likert. Penelitian ini menggunakan analisis partial least squares data processing (SEM) dengan program PLS 3.0. Hasil dari penelitian ini menyatakan bahwa harga berpengaruh signifikan terhadap loyalitas konsumen. Kualitas Pelayanan tidak berpengaruh signifikan terhadap loyalitas konsumen. Dan Promosi Media Sosial berpengaruh signifikan terhadap loyalitas konsumen. Sehingga dapat disimpulkan bahwa harga dan promosi media sosial lebih berpengaruh dan signifikan terhdapat loyalitas konsumen. This study aims to determine the effect of Price, Service Quality and Social Media Promotion on Consumer Loyalty in Dcrepes Kelapa Gading. The independent variables in this study are Price, Service Quality, and Social Media Promotion. While the dependent variable in this study is Consumer Loyalty. The method used in this research is a quantitative approach method. The population in this study are consumers who visit or buy Dcrepes in Kelapa Gading. Data collection in this study used survey research methods. Data collection techniques using a questionnaire with a Likert scale. This study uses partial least squares data processing (SEM) analysis with the PLS 3.0 program. The results of this study state that price has a significant effect on consumer loyalty. Service quality has no significant effect on consumer loyalty. And Social Media Promotion has a significant effect on consumer loyalty. So it can be concluded that prices, and social media promotions are more influential and significant on consumer loyalty.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran Manajemen > Manajemen Operasional |
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| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | DEBORA JUNIATI SIGIRO | ||||||||
| Date Deposited: | 25 Nov 2022 09:40 | ||||||||
| Last Modified: | 25 Nov 2022 09:40 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8911 |
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