Sari, Yuniar Hajranita (2016) PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN VARIABEL INTERVENING KEPUASAN PELANGGAN PADA CV. PRIMA RAYA MARENDAL. Undergraduate thesis, UNIMED.
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Abstract
Penjualan produk CV. Prima Raya Marendal mengalami penurunan berdasarkan hasil pejualan pada tahun 2013 – 2015, karenanya penelitian ini dilakukan untuk melihat beberapa faktor penyebab penurunan tingkat penjualan produk ditinjau dari kualitas produk, kepuasan pelanggan dan loyalitas pelanggan. Tujuan dari penelitian untuk mengetahui pengaruh kualitas produk terhadap kepuasan pelanggan, pengaruh kualitas produk terhadap loyalitas pelanggan dan pengaruh kepuasan pelanggan terhadap loyalitas pelanggan pada CV. Prima Raya Marendal. Data dalam penelitian ini adalah data kualitas produk, kepuasan pelanggan dan loyalitas pelanggan. Populasi yang digunakan dalam penelitian ini adalah seluruh pelanggan yang melakukan pembelian dari tahun 2011 – 2015 yang berjumlah 168 orang, berdasarkan teknik random sampling dengan menggunakan rumus Slovin dapat ditentukan ukuran sampel sebesar 118 orang pelanggan. Teknik pengumpulan data yang digunakan adalah kuesioner menggunakan skala semantik diffrensial. Teknik analisis yang digunakan dalam penelitian ini adalah analisis jalur dengan hasil persamaan : Y1 = 0,418X + 0,59ε1 dan Y2 = 0,429X + 0,224Y1 + 0,44ε2. Uji hipotesis menunjukkan bahwa kualitas produk berpengaruh secara signifikan terhadap kepuasan pelanggan dengan nilai thitung sebesar 4,950 pada taraf signifikan 0,000 dan nilai koefisien jalur sebesar 0,418, kualitas produk berpengaruh secara signifikan terhadap loyalitas pelanggan dengan nilai thitung sebesar 5,051 pada taraf signifikan 0,000 dan nilai koefisien jalur sebesar 0429, kepuasan pelanggan berpengaruh secara signifikan terhadap loyalitas pelanggan dengan nilai thitung sebesar 2,638 pada taraf signifikan 0,009 dan nilai koefisien jalur sebesar 0,224. Hipotesis yang berbunyi: Ada pengaruh kualitas produk terhadap kepuasan pelanggan, ada pengaruh kualitas produk terhadap loyalitas pelanggan, ada pengaruh kepuasan pelanggan terhadap loyalitas pelanggan dapat diterima
Item Type: | Thesis (Undergraduate) | ||||||
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Call Number: | SK-2016 MNJ 062 | ||||||
Keywords: | Kualitas Produk; Loyalitas Pelanggan;Kepuasan Pelanggan | ||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
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Divisions: | Fakultas Ekonomi > Manajemen | ||||||
Depositing User: | Mr Maknun | ||||||
Date Deposited: | 29 Aug 2016 03:49 | ||||||
URI: | http://digilib.unimed.ac.id/id/eprint/14857 |
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