PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA SMARTPHONE OPPO YANG DIMODERASI OLEH PROMOSI

Murni Asih, Ika (2019) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA SMARTPHONE OPPO YANG DIMODERASI OLEH PROMOSI. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan harga terhadap kepuasan pelanggan smartphone Oppo yang di moderasi oleh promosi. Penelitian ini dilakukan di wilayah RW 003 Kelurahan Ujung Menteng, Kecamatan Cakung. Jumlah sampel dalam penelitian ini sebanyak 100 responden. Penelitian ini menggunakan data primer melalui kuesioner. Strategi penelitian yang digunakan dalam penelitian ini yaitu strategi asosiatif. Populasi yang diambil adalah konsumen smartphone Oppo F9. Untuk menganalisis data menggunakan path analysis dengan metode Partial Least Square yaitu menggunakan warpPLS 6.0. Hasil penelitian ini menunjukkan bahwa kualitas produk berpengaruh positif terhadap kepuasan pelanggan, harga berpengaruh positif terhadap kepuasan pelanggan, promosi produk memoderasi secara positif tetapi tidak signifikan antara pengaruh kualiatas produk terhadap kepuasan pelanggan, promosi harga memoderasi secara positif tetapi tidak signifikan antara pengaruh harga terhadap kepuasan pelanggan. Kata kunci: Kualitas Produk, Harga, Kepuasan Pelanggan, Promosi. ABSTRACT This study aims to determine the effect of product quality and price on Oppo smartphone customer satisfaction moderated by promotion. This research was conducted in RW 003 Ujung Menteng Sub-District, Cakung District. The number of samples in this study were 100 respondents. This study uses primary data through questionnaires. The research strategy used in this study is the associative strategy. The population taken is Oppo F9 smartphone consumers. To analyze the data using path analysis with the Partial Least Square method using warpPLS 6.0. The results of this study indicate that product quality has a positive effect on customer satisfaction, price has a positive effect on customer satisfaction, promotion of products moderates positively but not significantly between the effect of product quality on customer satisfaction, price promotion moderates positively but not significantly between the effect of prices on customer satisfaction. Keywords: Product Quality, Price, Customer Satisfaction, Promotion

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorChandra, RamaUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 09 Dec 2021 07:27
Last Modified: 09 Dec 2021 07:27
URI: http://repository.stei.ac.id/id/eprint/6156

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