SETYO, ITA IRAWATI (2020) PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN DALAM MEMENUHI KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN PRODUK SOPHIE PARIS DI TOKO ONLINE SHOPEE. Diploma thesis, STIE MAHARDHIKA.
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Abstract
This research was conducted to determine the effect of product quality and service quality in meeting customer satisfaction and its impact on customer loyalty of Sophie Paris products in Shopee's online store. The purpose of this study was to determine the direct effect of product quality variables and service quality variables on customer loyalty variables, the indirect effect between product quality variables and service quality on customer loyalty variables through customer satisfaction variables as intervening variables. This research was conducted using a quantitative approach that is research that focuses on testing hypotheses with statistical analysis tools and generating conclusions. The population of this study is unknown, who is a customer of Sophie Paris products in Shopee's online shop with a sample of 80 people using. The method of collecting documentation and questionnaire data, the method of analysis is Classical Assumption Test, Hypothesis Test and Path Analysis using SPSS 21.0 for Windows. Based on the results of the path analysis it is known that the effect of product quality variables and service quality variables on customer loyalty variables, namely, product quality variables have a direct influence of 0.47, and service quality variables intervening variables have a major effect of 0.49 on the loyalty variable customers, then if the quality of the product through customer satisfaction affects customer loyalty, it is known to influence 0.122. While the quality of service if through customer satisfaction to affect customer loyalty, the effect is known to be 0.821. Based on this it can be seen that, the influence of product quality and service quality on customer loyalty will be greater without going through customer satisfaction. Based on the results of the coefficient of determination (R Square) of 0.77 on the most variable variable customer satisfaction, means the influence of product quality and service quality on customer satisfaction by 77%. The determinant coefficient of 0.643 for the dependent variable is customer loyalty, meaning that the percentage of influence of product quality, service quality and customer satisfaction on customer loyalty is 64.3%. Based on the results of multiple regression also shows the results that product quality, service quality and customer satisfaction has a positive influence on customer loyalty.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Product Quality, Service Quality, Customer Satisfaction and Customer Loyalty. |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 04 Mar 2020 03:42 |
| Last Modified: | 04 Jan 2023 02:25 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1426 |
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