PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN (Studi Kasus Ropisbak Ghifari Cabang Balai Pustaka)

Aldi, Muhammad (2022) PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN (Studi Kasus Ropisbak Ghifari Cabang Balai Pustaka). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk dan kualitas pelayanan terhadap loyalitas konsumen melalui kepuasan konsumen pada konsumen Ropisbak Ghifari cabang Balai Pustaka. Penelitian ini menggunkan strategi asosiatif. Metode pengumpulan data menggunakan kuesioner yang diukur menggunakan skala likert. Populasi dalam penelitian ini adalah konsumen yang membeli roti bakar di Ropisbak Ghifari cabang Balai Pustaka. Metode pengambilan sempel menggunkan teknik purposive sampling dengan kreteria yaitu konsumen yang membeli roti bakar di Ropisbak Ghifari cabang Balai Pustaka pada bulan Oktober sampai Desember 2021 berjumlah 100 responden. Teknik analisis data yang digunakan dalam penelitian ini yaitu analisis jalur dengan bantuan sofware WarpPLS 7.0. Hasil penelitian menyimpulkan (1) Kualitas produk berpengaruh terhadap kepuasan konsumen. (2) Kualitas pelayanan berpengaruh terhadap kepuasan konsumen. (3) Kepuasan konsumen berpengaruh kepada loyalitas konsumen. (4) Kepuasan konsumen memediasi pengaruh kualitas produk terhadap loyalitas konsumen. (5) Kepuasan konsumen memediasi pengaruh kualitas pelayanan terhadap loyalitas konsumen. Kata Kunci: Kualitas produk, Kualitas pelayanan, Kepuasan konsumen, Loyalitas konsumen. ABSTRACT This study aims to determine the effect of product quality and service quality on consumer loyalty trough consumer satisfaction on Ropisbak Ghifari branch Balai Pustaka consumer. This research is used asosiatif strategy. The method of collecting data is uses a questionnaire which was measured using a likert scale. The population on this study is Ropisbak Ghifari branch Balai Pustaka customers. The sampling method is used purposive sampling technique with the criteria that customers who made purchases at Ropisbak Ghifari branch Balai Pustaka from October to December 2021 totaled 100 respondents. The data analysis technique used in this research is path analysis with help of WarpPls 7.0 software. The result concluded (1) Product quality has an effect on consumer satisfaction. (2) Service quality has an effect on consumer satisfaction. (3) Consumer satisfaction has an effect on consumer loyalty. (4) Consumer satisfaction can mediate the effect of product quality on consumer loyalty. (5) Consumer satisfaction can mediate the effect of service quality on consumer loyalty. Keyword:Product Quality,Service quality,Consumer satisfaction,Consumer loyalty.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorChandra, RamaNIDN0323087104rama_stei@yahoo.co.id
Subjects: Manajemen > Manajemen Pemasaran
Manajemen > Manajemen Operasional
Divisions: S1 Manajemen
Depositing User: Muhammad Aldi
Date Deposited: 10 Jan 2023 10:37
Last Modified: 10 Jan 2023 10:37
URI: http://repository.stei.ac.id/id/eprint/9417

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