AFIF, AHMAD (2022) PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN PROMOSI TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Rapid Test Brand DALF PT. Jafarel Mediatics). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk menguji apakah ada pengaruh signifikan dari kualitas pelayanan, kualitas produk, promosi terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai mediasi. Pada para pelanggan produk rapid test brand DALF. Penelitian ini menggunakan strategi asosiatif dengan pendekatan kuantitatif, yang diukur menggunakan aplikasi sofware SmartPLS 3.0. Populasi dari penelitian ini adalah 10 (sepuluh) rumah sakit yang berada di wilayah Kota Bekasi. Sampel ditentukan berdasarkan teknik purpose sampling, dengan jumlah sampel sebanyak 74 orang. Metode pengumpulan data dalam penelitian ini berupa data primer dan sekunder. Pengujian hipotesis dengan nilai probabilitas dan t-statistik. Hasil penelitian membuktikan bahwa variabel kualitas pelayanan dan kualitas produk tidak berpengaruh signifikan terhadap kepuasan pelanggan. Variabel promosi secara signifikan berpengaruh terhadap kepuasan pelanggan. Sedangkan variabel kualitas pelayanan dan kualitas produk tidak berpengaruh signifikan terhadap loyalitas pelanggan. Variabel promosi secara signifikan berpengaruh terhadap loyalitas pelanggan. Variabel kepuasan pelanggan tidak berpengaruh signifikan terhadap loyalitas pelanggan. Variabel kepuasan pelanggan tidak signifikan dapat memediasi variabel kualitas pelayanan, kualitas produk, dan promosi terhadap loyalitas pelanggan. This study aims to examine whether there is a significant effect of service quality, product quality, promotion on customer loyalty with customer satisfaction as a mediation. To customers of the DALF brand rapid test product. This study uses an associative strategy with a quantitative approach, which is measured using the SmartPLS 3.0 application software. The population of this study were 10 (ten) hospitals located in the Bekasi City area. The sample was determined based on the purpose of sampling technique, with a total sample of 74 people. The data collection method in this research is in the form of primary and secondary data. Hypothesis testing with probability values and t-statistics. The results of the study prove that the variables of service quality and product quality have no significant effect on customer satisfaction. Variables significantly affect customer satisfaction. While the variables of service quality and product quality have no significant effect on customer loyalty. Variables significantly affect customer loyalty. The customer satisfaction variable has no significant effect on customer loyalty. The variable of customer satisfaction is not significant to mediate the variables of service quality, product quality, and promotion of customer loyalty.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | AHMAD AFIF | ||||||||
| Date Deposited: | 27 Dec 2022 09:55 | ||||||||
| Last Modified: | 27 Dec 2022 09:55 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9183 |
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