PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA PEMBELIAN PRODUK FASHION SECARA ONLINE DI MASA PANDEMI COVID-19

AISYAH NABILA, . (2023) PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA PEMBELIAN PRODUK FASHION SECARA ONLINE DI MASA PANDEMI COVID-19. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk: 1) untuk mengetahui gambaran dari kualitas produk, kualitas pelayanan dan kepuasan konsumen pada pembelian produk fashion secara online di masa pandemi covid-19, 2) untuk menguji secara empiris pengaruh kualitas terhadap kepuasan konsumen pada pembelian produk fashion secara online di masa produk pandemi covid-19, 3) untuk menguji secara empiris pengaruh kualitas pelayanan terhadap kepuasan konsumen pada pembelian produk fashion secara online di masa pandemi covid-19, 4) untuk menguji secara empiris pengaruh kualitas produk dan kualitas pelayanan secara bersama-sama terhadap kepuasan konsumen pada pembelian produk fashion secara online di masa pandemi covid-19. Objek pada penelitian ini adalah konsumen pria dan wanita berusia 17-35 tahun yang pernah membeli produk fashion secara online di masa pandemi covid-19 minimal 2 kali. Sampel yang digunakan pada penelitian ini adalah 100 responden. Metode penelitian ini menggunakan metode deskriptif dengan pendekatan kuantitatif dan metode analisis menggunakan regresi logistik Hasil pengujian hipotesis menunjukkan: 1) adanya pengaruh signifikan positif dari kualitas produk terhadap kepuasan konsumen pada pembelian produk fashion secara online di masa pandemi covid-19, 2) adanya pengaruh signifikan positif dari kualitas pelayanan terhadap kepuasan konsumen pada pembelian produk fashion secara online di masa pandemi covid-19, 3) adanya pengaruh signifikan positif dari kualitas produk dan kualitas pelayanan secara bersama-sama terhadap kepuasan konsumen pada pembelian produk fashion secara online di masa pandemi covid-19. ***** This study aims to: 1) to find out the description of product quality, service quality and customer satisfaction in purchasing fashion products online during the Covid-19 pandemic, 2) to test empirically the effect of product quality on consumer satisfaction in purchasing fashion products online during the Covid-19 pandemic, 3) to test empirically the effect of service quality on consumer satisfaction in purchasing fashion products online during the Covid-19 pandemic, 4) to test empirically the effect of product quality and service quality together on satisfaction consumers buying fashion products online during the Covid-19 pandemic. The objects in this study were male and female consumers aged 17-35 years who had bought fashion products online during the Covid-19 pandemic at least 2 times. The sample used in this study was 100 respondents. This research method uses a survey method with a quantitative approach and the analytical method uses multiple linear regression. The results of hypothesis testing show: 1) there was a significant positive effect of product quality on consumer satisfaction in purchasing fashion products online during the Covid-19 pandemic, 2) there was a significant positive effect of service quality on customer satisfaction in purchasing fashion products online during the the covid-19 pandemic, 3) the existence of a positive significant influence of product quality and service quality together on consumer satisfaction in purchasing fashion products online during the covid-19 pandemic.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. E. Lutfia Zahra, M.Pd. ; 2). Ernita Maulida, S.E., M.E., Ph.D.
Subjects:	Manajemen > Manajemen , Business Manajemen > Perilaku Konsumen
Depositing User:	Users 17756 not found.
Date Deposited:	06 Mar 2023 02:56
Last Modified:	06 Mar 2023 02:56
URI:	http://repository.unj.ac.id/id/eprint/38029

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