Budiyanto, Aris (2022) PENGARUH PRODUCT QUALITY, PRICE PRODUCT DAN AFTER SALES SERVICE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Pada Tunas Toyota Cilegon). Master thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

THE EFFECT OF PRODUCT QUALITY, PRICE PRODUCT AND AFTER SALES SERVICE ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AS INTERVENING VARIABLES (Study on Tunas Toyota Cilegon) ARIS BUDIYANTO 7776190042 ABSTRACT This study aims to examine and analyze the effect of product quality, product price and after sales service on customer loyalty through customer satisfaction. This research uses descriptive quantitative method with causality approach. The object of research on customers of PT. Tunas Toyota Cilegon uses a sample of 120 respondents. Questionnaire answers were measured using an interval scale of 1 – 10. The data were analyzed using the SmartPLS version 3.29 software. The results of this study stated that: 1). Product quality has an effect on customer loyalty. 2). After sales service has an effect on customer loyalty. 3). Product quality has an effect on customer satisfaction. 4). Product price has an effect on customer satisfaction. 5). After sales service has an effect on customer satisfaction. 6). Product quality has an effect on customer satisfaction. Customer satisfaction can mediate between product quality in partial mediation. After sales service with zero mediation. Keyword: Product Quality, Price Product, After Sales Service, Customer Satisfaction, Customer Loyalty

Item Type:	Thesis (Master)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Meutia, Meutia 19720828282003122001 Thesis advisor Ramdansyah, Agus David 197110222009121002
Additional Information:	Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh product quality, price product dan after sales service terhadap customer loyalty melalui customer satisfaction. Penelitian ini menggunakan metode kuantitatif deskriptif dengan pendekatan kausalitas. Objek penelitian pada pelanggan PT. Tunas Toyota Cilegon menggunakan sampel 120 responden. Jawaban kuesioner diukur menggunakan skala interval 1 – 10. Data dianalisis menggunakan bantuan software SmartPLS Versi 3.29. Hasil penelitian ini menyatakan bahwa: 1). Product quality berpengaruh terhadap customer loyalty. 2). After sales service berpengaruh terhadap customer loyalty. 3). Product quality berpengaruh terhadap customer satisfaction. 4). Price product berpengaruh terhadap customer satisfaction. 5). After sales service berpengaruh terhadap customer satisfaction. 6). Product quality berpengaruh terhadap customer satisfaction. Customer satisfaction dapat memediasi antara product quality secara mediasi parsial. After sales serfice secara zero mediasi. Kata
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	08-Pascasarjana 08-Pascasarjana > 74101-Magister Ilmu Hukum
Depositing User:	Ms Aris Budiyanto
Date Deposited:	16 Feb 2023 15:18
Last Modified:	16 Feb 2023 15:18
URI:	http://eprints.untirta.ac.id/id/eprint/21678

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