PENGARUH KUALITAS PRODUK DAN NILAIEMOSIONAL TERHADAP LOYALITAS PELANGGAN UCOK DURIAN MEDAN

Yusuf, Fachreza Ilham (2015) PENGARUH KUALITAS PRODUK DAN NILAIEMOSIONAL TERHADAP LOYALITAS PELANGGAN UCOK DURIAN MEDAN. Undergraduate thesis, UNIMED.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh kualitasproduk dan nilai emosional terhadap loyalitas pelanggan Ucok Durian Medan.Populasi dalam penelitian ini adalah 2000 orang, teknik pengambilan sampelmenggunakan metode purposive sampling dengan jumlah sampel sebanyak 96 orang.Teknik pengumpulan data yang digunakan adalah melalui angket (Kuesioner)yang pengukurannya menggunakan skala Likert dan diolah secara statistik denganmetode analisis regresi linear berganda dengan persamaan strukturalY=a+b1X1+b2X2+e serta diolah dengan menggunakan program SPSS 17.00 forwindows.Dari hasil analisis data maka diperoleh persamaan analisis regresi linearberganda Y = 12,022 + 0,217X1 + 0,333X2 + e. Kontribusi variabel bebas terhadapvariabel terikat diketahui dengan koefisien determinasi (R2) dengan hasil sebesar30,4% yang artinya loyalitas pelanggan dapat dijelaskan dengan kualitas produk dannilai emosional dan sisanya sebesar 69,6% dijelaskan oleh variabel lain.Untuk menguji hipotesis dalam penelitian ini digunakan uji F dengan nilaiFhitung (20,327) > Ftabel (2,36). Dari hasil perhitungan diatas dapat dikatakan bahwakualitas produk dan nilai emosional berpengaruh secara simultan terhadap loyalitaspelanggan Ucok Durian Medan. Secara parsial kualitas produk berpengaruh terhadaployalitas pelanggan dengan nilai thitung > ttabel yaitu 1,990 > 1,660 dan nilai emosionalterhadap loyalitas pelanggan dengan nilai 2,444 > 1,660.Dengan demikian hipotesis dalam penelitian ini dapat diterima yaitu adapengaruh kualitas produk dan nilai emosional secara parsial maupun secara simultanterhadap loyalitas pelanggan Ucok Durian Medan.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorSaputra, Hendra197511132005011005
Call Number: 658.834 2 Yus p
Keywords: Kualitas Produk, Nilai Emosional, Loyalitas Pelanggan.
Subjects: H Social Sciences > HB Economic Theory. Demography
H Social Sciences > HF Commerce > HF5001 Business > HF5717 Business communication
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Mrs Farida Hanum
Date Deposited: 21 Aug 2016 08:21
URI: http://digilib.unimed.ac.id/id/eprint/14426

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