Rudianto, Moh.Yanu (2018) PENGARUH KUALITAS PRODUK DAN HARGA DALAM MEMENUHI KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN ROKOK GUDANG GARAM PT.SURYA MADISTRINDO SURABAYA. ["eprint_fieldopt_thesis_type_Undergraduate" not defined] thesis, STIE MAHARDHIKA SURABAYA.
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Abstract
This research was conducted to find out the influence of product quality and price in fulfilling customer satisfaction and I’ts impact on customer loyalty at PT.Surya Madistrindo Surabaya. The purpose of this research is to know the influence of the variables directly between the product quality and price variables on customer loyalty variable, influence indirectly between product quality and price variables on the variable of customer loyalty through customer satisfaction variable as intervening variable. The research was conducted using a quantitative approach, that is, research that focuses on testing hypotheses by statistical methods of analysis tools and produce conclusions. This research population is 150 outlets is an customer of PT.Surya Madistrindo Surabaya samples a number of 60 outlets use formula Slovin. Method of data collection documentation and questionnaires, analysis method that’s instrument test (validity and reliability test), descriptive percentage analysis, a classic assumption test, the coefficient of determination (R2) test, t-test, and path analysis using SPSS 21.0 for windows. Based on the results of the path analysis that influence product quality and price variables on customer loyalty variable that is, product quality variable have a direct effect of 0,931, and the price has a direct effect of 0,376. Customer satisfaction as an intervening variable has an effect of 0,189 on the variable of customer loyalty. Then if product quality through customer satisfaction to affect customer loyalty, it is known the effect of 0,597. Meanwhile, if the price through customer satisfaction to affect customer loyalty, it is known the effect of 0,341. Based on this it can be seen that, the influence of product quality and price on customer loyalty will be greater without through customer satisfaction. Based on the result of coefficient of determination (R Square) is 0,766 on dependent variable of customer satisfaction, mean percentage of influence of product quality and price to customer satisfaction equal to 76,6%. The determinant coefficient of 0,935 for the dependent variable of price means the percentage of influence of product quality, price and customer satisfaction on customer loyalty of 93,5%. And based on the results of multiple regression results also show that product quality, price and customer satisfaction to have a positive influence the customer loyalty.
| Item Type: | Thesis (["eprint_fieldopt_thesis_type_Undergraduate" not defined]) |
|---|---|
| Uncontrolled Keywords: | product quality, price, customer satisfaction, customer loyalty |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email Lib.stiemahardhika@gmail.com |
| Date Deposited: | 22 Oct 2018 02:53 |
| Last Modified: | 22 Oct 2018 02:53 |
| URI: | http://repository.mahardhika-library.id/id/eprint/101 |
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