PENGARUH KUALITAS PRODUK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS PELANGGAN DENGANKEPUASAN PELANGGAN SEBAGAI INTERVENING(STUDI KASUS PENGGUNA SMARTPHONESAMSUNG DI JAKARTA SELATAN)

RINI RAMADHANTY, . (2020) PENGARUH KUALITAS PRODUK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS PELANGGAN DENGANKEPUASAN PELANGGAN SEBAGAI INTERVENING(STUDI KASUS PENGGUNA SMARTPHONESAMSUNG DI JAKARTA SELATAN). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Rini Ramadhanty, 2020: Pengaruh Kualitas Produk dan Kepercayaan Merek terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Intervening (Studi Kasus Pengguna Smartphone Samsung di Jakarta Selatan). Skripsi, Jakarta: Konsentrasi Manajemen Pemasaran, Program Studi S1 Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim Pembimbing: Dra. Basrah Saidani, M.Si dan Ika Febrilia, SE, M.M Penelitian ini bertujuan untuk menguji pengaruh kualitas produk terhadap kepuasan pelanggan, kepercayaan merek terhadap kepuasan pelanggan, kualitas produk terhadap loyalitas pelangan, kepercayaan merek terhadap loyalitas pelangan, kepuasan pelanggan terhadap loyalitas pelangan, kualitas produk terhadap loyalitas pelangan melalui kepuasan pelanggan sebagai intervening dan kepercayaan merek terhadap loyalitas pelangan melalui kepuasan pelanggan sebagai intervening pada smartphone Samsung. Metode pengumpulan data menggunakan metode survei dengan instrument berupa kuesioner. Penelitian ini menggunakan 200 sampel dengan kriteria pengguna smartphone Samsung yang sudah melakukan pembelian smartphone Samsung minimal dua kali, berdomisili di wilayah Jakarta Selatan dan berusia 17 tahun ke atas. Teknik analisis data menggunakan SPSS versi 22 dan Structural Equaition Model (SEM) AMOS versi 22 bertujuan untuk mengolah dan menganalisis data pada hasil penelitian ini. Hasil penelitian menunjukan bahwa, kualitas produk dan kepercayaan merek berpengaruh signifikan dan positif terhadap kepuasan pelanggan. Kualitas produk, kepercayaan merek dan kepuasan pelanggan berpengaruh signifikan dan positif terhadap loyalitas pelanggan. Kualitas produk dan kepercayaan merek berpengaruh signifikan dan positif terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai intervening. Kata kunci: Kualitas Produk, Kepercayaan Merek, Loyalitas Pelanggan, Kepuasan Pelanggan. ABSTRACT Rini Ramadhanty, 2020: The Effect of Product Quality and Brand Trust on Customer Loyalty with Customer Satisfaction as an Intervening (A Case Study of Samsung Smartphone Users in South Jakarta). Undergraduate Thesis, Jakarta: Subprogram of Marketing Management, Program of Bachelor of Management, Faculty of Economics, State University of Jakarta. Supervisors: Dra. Basrah Saidani, M.Si. and Ika Febrilia, S.E., M.M. This study aimed to examine the effect of product quality on customer satisfaction, brand trust on customer satisfaction, product quality on customer loyalty, brand trust on customer loyalty, customer satisfaction on customer loyalty, product quality on customer loyalty through customer satisfaction as an intervening, and brand trust on customer loyalty through customer satisfaction as an intervening on Samsung smartphones. A survey by means of a questionnaire was conducted as the data collection method. In this study, 200 samples were having met the predetermined criteria, namely the users of Samsung smartphones who have purchased Samsung smartphones at least twice, are resident of Jakarta Selatan, and have attained the age of 17 or over. In processing and analyzing the data in order to obtain the result of this study, SPSS version 22 program and Structural Equation Model (SEM) of AMOS version 22 were utilized. The results indicated that the product quality and brand trust had significant and positive effects on customer satisfaction. Product quality, brand trust, and customer satisfaction had significant and positive effects on customer loyalty respectively. Moreover, the product quality and brand trust had significant and positive effects on customer loyalty through customer satisfaction as an intervening variable. Keywords: Product Quality, Brand Trust, Customer Loyalty, Customer Satisfaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra Basrah Saidani, M.Si ; 2). Ika Febrilia, S.E, M.M
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 5288 not found.
Date Deposited:	02 Sep 2020 17:33
Last Modified:	02 Sep 2020 17:33
URI:	http://repository.unj.ac.id/id/eprint/9187

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