PENGARUH KUALITAS PRODUK, HARGA, PROMOSI PENJUALAN TERHADAP KEPUASAN PELANGGAN PADA PRODUK SKINCARE

NUR WAHYU ARUMDANI, . (2021) PENGARUH KUALITAS PRODUK, HARGA, PROMOSI PENJUALAN TERHADAP KEPUASAN PELANGGAN PADA PRODUK SKINCARE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, promosi penjualan terhadap kepuasan pelanggan pada produk skincare dengan waktu penelitian selama 6 (enam) bulan dari bulan Maret 2021 hingga bulan Agustus 2021. Dalam memperoleh data dalam penelitian ini, digunakan metode survei dengan likert type. Pada pemilihan responden digunakan purposive samplinng yaitu dengan mempertimbangkan beberapa kriteria, dipilih responden yang berdomisili di daerah Jabodetabek dan menggunakan produk skincare selama 3 (tiga) bulan. Kuesioner ini diuji kepada 200 responden. Kemudian data diolah menggunakan teknik analisis regresi linier sederhana dengan software IBM SPSS 22. Hasil persamaan regresi linier sederhana menunjukan kualitas produk terhadap kepuasan pealanggan Y ̂=13,373+0,350X, harga terhadap kepuasan pelanggan Y ̂=13,450+0,330X dan promosi terhadap kepuasan pelanggan Y ̂=13,058+0,352X. Dari hasil pengujian hipotesis diketahui bahwa adanya pengaruh secaaara positif dan signifikan antara kualitas produk terhadap kepuasan pelanggan, pengaruh positif dan signifikan antara harga terhadap kepuasan pelanggan dan pengaruh posifif dan signifikan antara promosi terhadap kepuasan pelanggan produk skincare. Kata Kunci: Kualitas Produk, Harga, Promosi, Kepuasan Pelanggan. This study aims to determine the effect of product quality, price, sales promotion on customer satisfaction on skincare products with a research time of 6 (six) months from March 2021 to August 2021. In obtaining data in this study, a survey method with Likert type was used. . In selecting respondents, purposive sampling was used, namely by considering several criteria, selected respondents who lived in the Greater Jakarta area and used skincare products for 3 (three) months. This questionnaire was tested on 200 respondents. Then the data is processed using simple linear regression analysis technique with IBM SPSS 22 software. The results of the simple linear regression equation show product quality to customer satisfaction Y ̂=13,373+0,350X, price on customer satisfaction Y ̂=13,450+0,330X and promotion on customer satisfaction Y ̂=13,058+0,352X. From the results of hypothesis testing, it is known that there is a positive and significant effect between product quality on customer satisfaction, a positive and significant effect between price on customer satisfaction and a positive and significant effect between promotions on customer satisfaction with skincare products. Keywords: Product Quality, Price, Promotion, Customer Satisfaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ryna Parlyna, M.B.A. ; 2). Dra. Basrah Saidani, M.Si.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 11970 not found.
Date Deposited:	02 Sep 2021 03:01
Last Modified:	02 Sep 2021 03:01
URI:	http://repository.unj.ac.id/id/eprint/18946

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