nurrohmah, anggita (2023) PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN KONSUMEN PRODUK ORIFLAME (Studi Pada Mahasiswa Aktif STIE Angkatan 2019). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh Harga dan Kualitas Produk terhadap Loyalitas Pelanggan melalui Kepuasan Konsumen Produk Oriflame. Metode yang digunakan dalam penelitian ini adalah metode kantitatif korelasional Metode pengumpulan data menggunakan kuesioner yang diukur menggunakan skala likert. Populasi dalam penelitian ini dalah mahasiswa aktif STIE Angkatan 2019. Metode pengambilan sampel menggunakan Teknik purposive sampling dengan krieria mahasiswa aktif STIE Angkatan 2019 yang pernah membeli dan menggunakan produk oriflamme minimal dua kali pembelian yang berjumlah 100 responden. Analisis yang digunakan adalah SEM-PLS menguji outer model, inner model dan hipotesis dengan menggunakan Software SmartPlS 3.2.9 Hasil penelitian menyimpulkan Harga berpengaruh langsung terhadap kepuasan konsumen, Kualitas Produk berpengaruh langsung terhadap kepuasan konsumen, harga tidak berpengaruh langsung terhadap loyalitas pelanggan, Kualitas produk tidak berpengaruh langsung terhadap loyalitas pelanggan, kepuasan konsumen berpengaruh langsung terhadap loyalitas pelanggan, Harga berpengaruh tidak langsung terhadap loyalitas pelanggan melalui kepuasan konsumen dan kualitas produk berpengaruh tidak langsung terhadap loyalitas pelanggan melaluikepuasan konsumen. ABSTRACT The purpose of this study was to determine the effect of Price and Product Quality on Customer Loyalty through Oriflame Product Consumer Satisfaction. The method used in this research is the correlational quantitative method. The data collection method uses a questionnaire which is measured using a Likert scale. The population in this study were active STIE students Batch 2019. The sampling method used a purposive sampling technique with the criteria for active STIE students Batch 2019 who had purchased and used Oriflamme products at least twice, totaling 100 respondents. The analysis used is SEM-PLS to test the outer model, inner model and hypothesis with using SmartPLS 3.2.9 Software The results of the study concluded that price has a direct effect on customer satisfaction, product quality has a direct effect on customer satisfaction, price has no direct effect on customer loyalty, product quality has no direct effect on customer loyalty, consumer satisfaction has a direct effect on customer loyalty, price has an indirect effect on customer loyalty. through consumer satisfaction and product quality has an indirect effect on customer loyalty through consumer satisfaction
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Anggita Nurrohmah | ||||||||
| Date Deposited: | 31 Mar 2023 03:58 | ||||||||
| Last Modified: | 31 Mar 2023 03:58 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9926 |
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