PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN KARTU PRABAYAR TELKOMSEL

Rahmania, Syifa (2019) PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN KARTU PRABAYAR TELKOMSEL. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara variable harga, kualitas produk dan citra merek terhadap kepuasan pelanggan kartu prabayar Telkomsel. Metode penelitian yang digunakan adalah metode survey. Analisis statistic data dalam penelitian ini menggunakan analisis koefisien determinasi parsial, koefisien determinasi simultan, dan uji hipotesis dengan bantuan program SPSS ver. 22.0. Jumlah sampel dalam penelitian ini sebanyak 97 responden populasi pada penelitian ini adalah pembeli pada toko Ayah Cell, Menteng Sukabumi yang menggunakan kartu Telkomsel. Berdasarkan perhitungan koefisien determinasi korelasi parsial antara harga dengan kepuasan pelanggan, diperoleh nilai sebesar 40,20%. Koefisien determinasi parsial antara kualitas produk dengan kepuasan pelanggan diperoleh nilai sebesar 44,76%. Koefisien determinasi parsial antara citra merek dengan kepuasan pelanggan diperoleh nilai 37,82%. Adapun hasil perhitungan koefisien determinasi simultan pengaruh antara harga, kualitas produk dan citra merek teradap kepuasan konsumen mendapatkan nilai 52,86%. Berdasarkan uji hipotetsis, pengaruh antara harga, kualitas produk dan citra merek terhadap kepuasan pelanggan memiliki hubungan yang signifikan, baik secara parsial maupun simultan.Kesimpulan dari penelitian ini menunjukan bahwa secara parsial dan simultan harga, kualitas produk dan citra merek memiliki pengaruh yang signifikan terhadap kepuasan pelanggan kartu prabayar Telkomsel. Kata Kunci: Harga, Kualitas Produk, Citra Merek dan Kepuasan Pelanggan ABSTRACT The purpose of this study was to determine the influence between the variables of price, product quality and brand image to customer satisfaction on Telkomsel prepaid card. The research method used is the survey method. Statistical data analysis in this study uses coefficient of partial determination, coefficient of simultaneous determination, and hypothesis testing with SPSS 22.0. The number of samples in this study is 97 respondents. The population in this study is costumers who had shop at Ayah Cell, Menteng Sukabumi. Based on calculation of coefficient of partial determination between price and customer satisfaction, obtainer a value 40,20%. Based on calculation of coefficient of partial determination between product quality and customer satisfaction, obtainer a value 44,76%. Based on calculation of coefficient of partial determination between brand image and customer satisfaction, obtainer a value 37,82%. Based on calculation of coefficient of simultaneous determination between price, product quality and brand image to customer satisfaction, obtained a value 52,86%. Result of partial and simultaneous hypothesis testing, price, product quality and brand image had a significant influence to customer satisfaction. The conclusion of this study shows that partial and simultaneous of price, product quality and brand image have a significant influence to the satisfaction of costumers of prepaid card Telkomsel. Keywords: Price, Product Quality, Brand Image and Customer Satisfaction

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor S Hadi, Subekti UNSPECIFIED UNSPECIFIED
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Ridho Adi Nugroho
Date Deposited:	04 Jan 2022 04:20
Last Modified:	04 Jan 2022 04:20
URI:	http://repository.stei.ac.id/id/eprint/6591

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