Syaifuddin, Muhamad Faisol (2019) Pengaruh Kualitas Produk dan Promosi Terhadap Loyalitas Konsumen Grab Dalam Menggunakan OVO Sebagai Metode Pembayaran Melalui Kepuasan Konsumen. Diploma thesis, STIE MAHARDHIKA.
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Abstract
Thesis entitled "The Effect of Product Quality and Promotion on Grab Consumer Loyalty in Using OVO as a Payment Method Through Customer Satisfaction" This is the result of quantitative research that aims to answer questions about whether product quality and promotion affect Grab consumer loyalty in using OVO as a payment method , whether product quality, promotion and satisfaction affect the loyalty of Grab consumers in using OVO as a payment method, whether product quality through customer satisfaction influences Grab consumer loyalty in using OVO as a payment method, and whether promotion through customer satisfaction affects Grab consumer loyalty in use OVO as a payment method.The method used in this study is the distribution of questionnaires (questionnaires) with non probability sampling techniques using quota sampling. The population in this study is Grab consumers who use OVO as a payment method with a minimum of one or more usage with a total number of 125 people.The results obtained showed that product quality and promotion had an effect on the loyalty of Grab consumer consumers in using OVO as a payment method. Variables of product quality, promotion and customer satisfaction influence the loyalty of Grab consumers in using OVO as a payment method, product quality variables through customer satisfaction with customer loyalty Grab in using OVO as a payment method has no effect, and promotion variables through customer satisfaction have an influence on consumer loyalty Grab uses OVO as a payment method.Researchers suggest further research to add other variables related to consumer loyalty. So that it can provide a broader picture of what factors influence consumer loyalty in addition to product quality and promotion.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | product quality, promotion, customer satisfaction, consumer loyalty. |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 28 Feb 2020 05:42 |
| Last Modified: | 03 Jan 2023 09:02 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1384 |
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