Dwi Saputra, Aditya (2019) PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi Kasus pada Giant Ekspress Bintara Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh langsung maupun tidak langsung antara harga, promosi dan kualitas pelayanan terhadap loyalitas melalui kepuasan pelanggan pada Giant Ekspress Bintara Bekasi. Penelitian ini menggunakan strategi asosiatif dengan penelitian kuantitatif. Metode penelitian yang digunakan adalah metode survey yang dilakukan secara langsung kepada pelanggan yang telah berbelanja di Giant Ekspress Bintara Bekasi. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu purposive sampling dengan jumlah sampel sebanyak 100 responden. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan realibilitasnya. Teknik analisis data yang digunakan adalah analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa variabel harga, promosi, dan kualitas pelayanan berpengaruh secara langsung terhadap kepuasan pelanggan, variabel harga tidak berpengaruh secara langsung terhadap loyalitas, namun variabel promosi dan kualitas pelayanan berpengaruh secara langsung terhadap loyalitas, dan variabel harga, promosi, dan kualitas pelayanan berpengaruh secara tidak langsung terhadap loyalitas melalui kepuasan pelanggan. Kata kunci : Harga, Promosi, Kualitas Pelayanan, Loyalitas, Kepuasan Pelanggan ABSTRACT The purpose of this research is to know how much direct or indirect influence between price, promotion and service quality on loyalty through customer satisfaction at Giant Ekspress Bintara Bekasi. This research used associative strategy with quantitative research. The research method used is a survey method conducted directly to customers who have shopped at Giant Ekspress Bintara Bekasi. The sampling technique used in this study is purposive sampling with a sample size of 100 respondents. Data collection techniques using a questionnaire that has been tested for validity and reliability. The data analysis technique used path analysis. The results showed that the price, promotion, and service quality variables had a direct effect on customer satisfaction, the price variable did not directly affect loyalty, but the promotion and service quality variables had a direct effect on loyalty, and the price, promotion, and service quality variables affected indirectly towards loyalty through customer satisfaction. Keywords: Price, Promotion, Service Quality, Loyalty, Customer Satisfaction
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 10 Jan 2022 11:17 | ||||||||
| Last Modified: | 10 Jan 2022 11:17 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6768 |
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