WICHAKSONO, ARIEF (2019) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN HARGA TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN DI GEPREK BENSU RAWAMANGUN. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh kualitas produk, kualitas pelayanan dan harga terhadap kepuasan dan loyalitas konsumen di Geprek Bensu Rawamangun. Strategi yang dilakukan ini adalah strategi asosiatif. Metode yang digunakan dalam penelitian ini adalah purposive accidental sampling dengan metoda analisis jalur(path analysis). Populasi dalam penelitian ini adalah konsumen Geprek Bensu Rawamangun. Sampel dalam penelitian ini adalah 90 responden. Metode pengumpulan data menggunakan kuesioner. Hasil penelitian menyimpulkan bahwa (1) tidak terdapat pengaruh kualitas produk terhadap kepuasan konsumen, yaitu sebesar 0,292(2) kualitas pelayananberpengaruh terhadap kepuasan konsumen, yaitu sebesar 0,009(3) harga berpengaruh terhadap kepuasan konsumen, yaitu sebesar 0,000(4) kualitas produk tidak berpengaruh terhadap loyalitas konsumen,yaitu sebesar 0,080(5) kualitas pelayanan berpengaruh terhadap loyalitas konsumen, yaitu sebesar 0,003(6) harga berpengaruh terhadap loyalitas konsumen, yaitu sebesar 0,015(7) kepuasan konsumen berpengaruh terhadap loyalitas konsumen, yaitu sebesar 0,000 (8) kualitas produk tidak berpengaruh terhadap loyalitas konsumen melalui kepuasan konsumen (9) kualitas pelayanan berpengaruh terhadap loyalitas konsumen melalui kepuasan konsumen (10) harga berpengaruhterhadap loyalitas konsumen melalui kepuasan konsumen. Kata Kunci: Kualitas Produk, Kualitas Pelayanan, Harga, Kepuasan Konsumen, dan Loyalitas Konsumen. ABSTRACT This study aims to determine how much influence the product quality, service quality and price on consumer satisfaction and loyalty in Geprek Bensu Rawamangun. This strategy is an associative strategy. The method used in this research is purposive accidental sampling with the path analysis method. The population in this study were consumers of Geprek Bensu Rawamangun. The samples in this study was 90 respondents of Geprek Bensu Rawamangun. The data collection method uses a questionnaire. The results of the study concluded that (1) there was no effect of product quality on customer satisfaction, that is equal to 0.292 (2) service quality affected customer satisfaction, that is equal to 0.009 (3) price affected customer satisfaction, that is 0,000 (4) product quality did not influences consumer loyalty, that is 0.080 (5) service quality influences consumer loyalty, that is 0.003 (6) price influences consumer loyalty, that is 0.015 (7) consumer satisfaction influences consumer loyalty, that is 0,000 (8) quality the product has no effect on customer loyalty through customer satisfaction (9) service quality affects customer loyalty through customer satisfaction (10) price influences customer loyalty through customer satisfaction. Keywords: Product Quality, Service Quality, Price, Customer Satisfaction, and Customer Loyalty.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 28 Dec 2021 04:55 | ||||||||
| Last Modified: | 28 Dec 2021 04:55 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6466 |
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