Purna Yudhanto, Nugroho (2019) PENGARUH CITRA PERUSAHAAN, HARGA DAN KUALITAS PELAYANAN TERHADAP MINAT MEMBELI KEMBALI (REPURCHASE INTENTION). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh citra perusahaan, harga dan kualitas pelayanan terhadap minat membeli kembali produk PT. Ramayana lestari sentosa Tbk. Cabang Perumnas Klender. Populasi dalam penelitian ini adalah seluruh konsumen Ramayana cabang Perumnas Klender. Teknik pengambilan sampel ini adalah purposive sampling dimana sampel sebanyak 97 orang. Penelitian ini menggunakan analisis koefisien determinasi parsial dan koefisien determinasi simultan dengan alat analisis software SPSS Versi 24. Berdasarkan hasil perhitungan diperoleh pengaruh X1 (citra perusahaan) dengan Y (minat membeli kembali) secara parsial terdapat pengaruh antara citra perusahaan terhadap minat membeli kembali yaitu sebesar 10,6%, sedangkan sisanya 89,4% dipengaruhi oleh faktor lainnya. Pengaruh X2 (harga) dengan Y (minat membeli kembali) secara parsial terdapat pengaruh antara harga terhadap minat membeli kembali yaitu sebesar 2,5% , sedangkan sisanya 97,50% . Dipengaruhi oleh faktor lainnya. Pengaruh X3 (kualitas pelayanan) dengan Y (minat membeli kembali) secara parsial terdapat pengaruh antara kualitas pelayanan terhadap minat membeli kembali yaitu sebesar 53,60 % sedangkan sisanya 46,4% dipengaruhi oleh faktor lainnya. Sedangkan secara simultan Pengaruh X1 (citra perusahaan), X2 (harga), X3 (kualitas pelayanan) , dengan Y (minat membeli kembali) terdapat pengaruh antara citra perusahaan, harga dan kualitas pelayanan terhadap minat membeli kembali adalah sebesar 56,20% , sedangkan sisanya 43,8% dipengaruhi oleh faktor lainnya. Kata kunci : Citra perusahaan, harga, kualitas pelayanan dan minat membeli kembali ABSTRAC The purpose of this study was to determine how much influence of corporate image, price and quality of service on the interest in buying back the products of PT. Ramayana lestari sentosa Tbk. The Perumnas Klender. The population in this study is all consumers of the Klender Perumnas branch. This sampling technique is purposive sampling where a sample of 97 people. This study uses a partial determination coefficient analysis tool and simultaneous determination coefficient with tool analysis software SPSS version 24. Based on the calculation results obtained partially X1 (corporate image) with Y (repurchase intention) influence there is an influence between the company's image of repurchase interest that is equal to 10.6%, while the remaining 89.4% is influenced by other factors. The influence of X2 (price) with Y (repurchase intention) partially there is an influence between price on repurchase interest that is equal to 2.5%, while the remaining 97.50%. Influenced by other factors. The influence of X3 (quality of service) and Y (repurchase intention) partially there is an influence between the factors of service quality on repurchase interest that is equal to 53.60% while the remaining 46.4% is influenced by other factors. While simultaneously the influence of X1 (corporate image), X2 (price), X3 (quality of service), and Y (repurchase intention) there is an influence between corporate image, price and quality of service on the repurchase intention amounting to 56.20%, while the remaining 43.8% is influenced by other factors. Keywords: Corporate image, price, quality of service to repurchase intention
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 14 Dec 2021 04:10 | ||||||||
| Last Modified: | 14 Dec 2021 04:10 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6233 |
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