PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Studi pada PT. Pos Indonesia Cabang Rawamangun)

Puspita Sari, Ani (2019) PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Studi pada PT. Pos Indonesia Cabang Rawamangun). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh langsung dan tidak langsung citra perusahaan, kualitas pelayanan terhadap kepuasan pelanggan dan loyalitas pelanggan pada PT. Pos Indonesia. Penelitian ini menggubakan data primer dengan penyeberan kuesioner. Populasi dalam penelitian yaitu pelanggan PT. Pos Indonesia dengan jumlah sampel 100 responden menggunakan teknik convenience sampling. Analisis data penelitian ini menggunakan analisis jalur. Metode pengolahan data menggunakan metode PLS (Parsial Least Square) dengan bantuan program SmartPLS versi 3.0. Hasil penelitian ini menunjukkan bahwa variabel citra perusahaan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kemudian variabel Kualitas Pelayanan berpengaruh positf dan signifikan terhadap kepuasan pelanggan. Selanjutnya citra perusahaan berpengaruh positif tetepi tidak Signifikan terhadap loyaliyas pelanggan. Variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kemudian variabel kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan . Selanjutnnya citra perusahaan dan kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelannggan dan loyalitas pelangga, sehinggan dapat dinnyatakan bahwa kepuasan pelanggan memediasi citra perusahaan dan kualitas pelayanan terhadap loyalitas pelanggan. Kata Kunci : Citra Perusahaan, Kualitas Pelayanan, Kepuasan Pelanggan dan Loyalitas Pelanggan ABSTRACT The purpose of this study was to determine the direct and indirect effects of company image, service quality on customer satisfaction and customer loyalty at PT. Indonesian post. This study uses primary data by distributing questionnaires. The population in the study is the customers of PT. Pos Indonesia with a sample of 100 respondents using convenience sampling techniques. Analysis of this research data using path analysis. Data processing methods use the PLS method (Partial Least Square) with the help of the SmartPLS version 3.0 program. The results of this study indicate that corporate image variables have a positive and significant effect on customer satisfaction. Then the Service Quality variable has a positive and significant effect on customer satisfaction. Furthermore, the company's image has a positive effect but is not significant towards customer loyaliyas. Service quality variables have a positive and significant effect on customer loyalty. Then the variable customer satisfaction has a positive and significant effect on customer loyalty. Furthermore, the company's image and service quality have a positive and significant effect on customer satisfaction and customer loyalty, so that it can be stated that customer satisfaction mediates the company's image and service quality towards customer loyalty. Keywords: Company Image, Service Quality, Customer Satisfaction and Customer Loyalty

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Noersanti, Lina UNSPECIFIED UNSPECIFIED
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Ridho Adi Nugroho
Date Deposited:	14 Dec 2021 11:29
Last Modified:	14 Dec 2021 11:29
URI:	http://repository.stei.ac.id/id/eprint/6241

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