Philbertha Giovanni, Talitha (2019) HUBUNGAN HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN TECO COATRON M1 DI JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui hubungan antara harga, kualitas produk, dan citra merek terhadap kepuasan pelanggan Teco Coatron M1 di Jakarta, secara parsial dan simultan. Strategi penelitian yang digunakan dalam penelitian ini adalah strategi asosiatif. Penelitian ini menggunakan metoda kuantitatif dengan pendekatan dekriptif kuantitatif. Populasi dalam penelitian ini konsumen yang melakukan pembelian bulan Januari-Juni tahun 2019, yaitu sebanyak 710 pelanggan. Jumlah sampel yang digunakan untuk penelitian ini sebanyak 88 orang pelanggan Teco Coatron M1 di PT. Setia Anugrah Medika yang melakukan pembelian bulan Januari-Juni tahun 2019 sebagai unit analisis dalam penelitian ini. Teknik analisis data yang digunakan yaitu uji validitas dan reliabilitas, analisis koefisien korelasi dan uji hipotesis. Hasil penelitian menyimpulkan bahwa 1) Hubungan harga dengan kepuasan pelanggan Teco Coatron M1 di Jakarta positif dan signifikan dengan tingkat sedang sebesar 0,526, 2) Hubungan kualitas produk dengan kepuasan pelanggan Teco Coatron M1 di Jakarta positif dan signifikan dengan tingkat sedang sebesar 0,407, 3) Hubungan citra merek dengan kepuasan pelanggan Teco Coatron M1 di Jakarta positif dan signifikan dengan tingkat sedang sebesar 0,414, dan 4) Hubungan antara harga, kualitas produk dan citra merek dengan kepuasan pelanggan Teco Coatron M1 di Jakarta secara bersama-sama positif dan signifikan dengan tingkat sangat kuat sebesar 0,820. Kata kunci : Harga, Kualitas Produk, Citra Merek, Kepuasan Pelanggan ABSTRACT This study aims to determine the relation between price, product quality, and brand image on customer satisfaction of Teco Coatron M1 in Jakarta, partially and simultaneously. The research strategy used in this study is the associative strategy. This research uses quantitative methods with quantitative descriptive approach. The population in this study is consumers who make purchases in January-June 2019, as many as 710 customers. The number of samples used for this study were 88 Teco Coatron M1 customers at PT. Setia Anugrah Medika who made purchases in January-June 2019 as the unit of analysis in this study. Data analysis techniques used are validity and reliability, correlation coefficient analysis and hypothesis testing. The results of the study concluded that 1) The relation between price and customer satisfaction of Teco Coatron M1 in Jakarta was positive and significant with a moderate level of 0.526, 2) The relation between product quality and customer satisfaction of Teco Coatron M1 in Jakarta was positive and significant with a moderate level of 0.407, 3) Relationship brand image with customer satisfaction Teco Coatron M1 in Jakarta is positive and significant with a moderate level of 0.414, and 4) The relation between price, product quality and brand image with customer satisfaction Teco Coatron M1 in Jakarta is jointly positive and significant with a very strong level amounting to 0.820. Keyword : Price, Product Quality, Brand Image, Customer Satisfaction
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 02 Dec 2021 08:17 | ||||||||
| Last Modified: | 02 Dec 2021 08:17 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6063 |
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