PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA PADA WORD OF MOUTH (Studi kasus pada konsumen Joni Steak di Kelapa Gading)

SULISTIYO NUGROHO, DIMAS (2019) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA PADA WORD OF MOUTH (Studi kasus pada konsumen Joni Steak di Kelapa Gading). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh langsung dan tidak langsung kualitas produk dan harga terhadap kepuasan konsumen dan dampaknya pada word of mouth pada konsumen Joni Steak di Kelapa Gading. Penelitian ini menggunakan data primer dengan penyebaran kuesioner. Populasi dalam penelitian ini adalah konsumen Joni Steak di Kelapa Gading. Sampel dalam penelitian ini adalah 100 responden dan metoda analisis data yang digunakan adalah analisis jalur. Hasil penelitian menyimpulkan (1) Pengaruh kualitas produk terhadap kepuasan konsumen berpengaruh positif dan signifikan. (2) Pengaruh harga terhadap kepuasan konsumen berpengaruh positif tetapi tidak signifikan. (3) Pengaruh kualitas produk terhadap word of mouth berpengaruh positif dan signifikan. (4) Pengaruh harga terhadap word of mouth berpengaruh positif dan signifikan. (5) Pengaruh kepuasan konsumen terhadap word of mouth berpengaruh positif dan signifikan. (6) Pengaruh kualitas produk terhadap word of mouth melalui kepuasan konsumen berpengaruh positif dan signifikan. (7) Pengaruh harga terhadap word of mouth melalui kepuasan konsumen berpengaruh positif tetapi tidak signifikan. (8) Pengaruh kualitas produk dan harga terhadap kepuasan konsumen berpengaruh positif dan signifikan. (9) Pengaruh kualitas produk, harga dan kepuasan konsumen terhadap word of mouth berpengaruh positif dan signifikan. Sehingga dapat dikatakan bahwa kepuasan konsumen memediasi kualitas produk dan harga terhadap word of mouth. Kata Kunci : Kualitas Produk, Harga, Kepuasan Konsumen dan Word of Mouth ABSTRACT This study aims to determine the direct and indirect effects of product quality and price on consumer satisfaction and its impact on word of mouth on Joni Steak consumers in Kelapa Gading. This study uses primary data with questionnaire. The population in this study is Joni Steak consumers in Kelapa Gading. The sample in this study was 100 respondents and the data analysis method used was path analysis. The results concluded (1) the effect of product quality has a positive and significant on customer satisfaction. (2) the effect of price has a positive and insignificant on customer satisfaction. (3) the effect of product quality has a positive and significant on word of mouth. (4) the effect of price has a positive and significant on word of mouth. (5) The effect of consumer satisfaction has a positive and significant on word of mouth. (6) The effect of product quality on word of mouth through has a positive significant customer satisfaction. (7) The effect of price on word of mouth through has a positive and insignificant customer satisfaction. (8) The influence of product quality and price has a positive and significant on customer satisfaction. (9) The influence of product quality, price and consumer satisfaction has a positive and significant on word of mouth. So it can be said that customer satisfaction mediate the influence of product quality and price to word of mouth. Keywords: Product Quality, Price, Consumer Satisfaction and Word of Mouth

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSyamsuar, GinanjarUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 28 Dec 2021 02:35
Last Modified: 28 Dec 2021 02:35
URI: http://repository.stei.ac.id/id/eprint/6451

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