Prambudi, Galang Yusup (2022) PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN KONSUMEN (Studi kasus pada Waroeng Seafood Kang Djoyo Mustikajaya, Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, kualitas pelayanan dan kualitas produk terhadap loyalitas pelanggan melalui kepuasan konsumen (studi kasus pada Waroeng Seafood Kang Djoyo Mustikajaya, Bekasi) Metode penelitian yang digunakan adalah metode survei, dengan menggunakan kuesioner sebagai alat pengumpulan datanya. Populasi dalam penelitian ini adalah semua konsumen di Waroeng Seafood Kang Djoyo Mustikajaya, Bekasi. Sampel yang digunakan adalah 100 responden dengan rumus lemeshow. Penelitian ini menggunakan metode analisis jalur dengan program Partial Least Square. Hasil penelitian ini menunjukan bahwa, persepsi harga tidak berpengaruh positif terhadap loyalitas pelanggan, kualitas pelayanan berpengaruh positif terhadap loyalitas pelanggan, kualitas produk berpengaruh positif terhadap loyalitas pelanggan, persepsi harga tidak berpengaruh positif terhadap loyalitas pelanggan melalui mediasi kepuasan konsumen, kualitas pelayanan berpengaruh positif terhadap loyalitas pelanggan melalui mediasi kepuasan konsumen, kualitas produk tidak berpengaruh positif terhadap loyalitas pelanggan melalui mediasi kepuasan konsumen, kepuasan konsumen tidak berpengaruh positif terhadap loyalitas pelanggan, kepuasan konsumen tidak memediasi persepsi harga terhadap loyalitas pelanggan, kepuasan konsumen tidak memediasi kualitas pelayanan terhadap loyalitas pelanggan, kepuasan konsumen tidak memediasi kualitas produk terhadap loyalitas pelanggan. This research aims to find out the influence of price perception, service quality and product quality on customer loyalty through consumer satisfaction (case study on Waroeng Seafood Kang Djoyo Mustikajaya, Bekasi) The research method used is a survey method, using questionnaires as a data collection tool. The population in this study were all consumers in Waroeng Seafood Kang Djoyo Mustikajaya, Bekasi. The sample used was 100 respondents with the lemeshow formula. The study used a path analysis method with the Partial Least Square program. The results of this study show that, price perception does not have a positive effect on customer loyalty, service quality has a positive effect on customer loyalty, product quality has a positive effect on customer loyalty, price perception does not have a positive effect on customer loyalty through mediation of consumer satisfaction, service quality has a positive effect on customer loyalty through mediation of consumer satisfaction, product quality does not have a positive effect, customer loyalty through the mediation of consumer satisfaction, consumer satisfaction does not have a positive effect on customer loyalty, consumer satisfaction does not mediate price perception of customer loyalty, consumer satisfaction does not mediate the quality of service to customer loyalty, consumer satisfaction does not mediate product quality to customer loyalty.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Persepsi Harga, Kualitas Pelayanan, Kualitas Produk, Loyalitas Pelanggan, Kepuasan Konsumen | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | GALANG YUSUP PRAMBUDI | ||||||||
| Date Deposited: | 07 Apr 2022 07:45 | ||||||||
| Last Modified: | 07 Apr 2022 07:45 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/7481 |
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