NAJIB, TB. AINUN (2023) Kemampuan Kepuasan Konsumen Dalam Memediasi Kualitas Produk Dan Kualitas Pelayanan Terhadap Loyalitas Konsumen. S1 thesis, UNTIRTA.
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Abstract
ABSTRACT This study aims to determine the effect of product quality and service quality on customer loyalty with customer satisfaction as a mediating variable. This study used a descriptive quantitative method with a sample of 100 respondents who had visited and made purchases at least three times. The data collection used is a questionnaire, observation and literature study. The analytical method used is SEM-PLS. In detail, the results obtained are product quality has a positive and significant effect on customer loyalty, service quality has no significant effect on customer loyalty, product quality has a positive and significant effect on customer satisfaction, service quality has no significant effect on customer satisfaction and customer satisfaction has a positive effect and significant to consumer loyalty. Customer satisfaction can partially mediate the effect of product quality on customer loyalty and customer satisfaction is not able to mediate the effect of service quality on customer loyalty. Keywords: Consumer Loyalty, Customer Satisfaction, Product Quality, Service Quality
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan kualitas pelayanan terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif deskriptif dengan jumlah sampel 100 responden yang telah berkunjung dan melakukan pembelian minimal tiga kali. Pengumpulan data yang digunakan adalah kuesioner, observasi dan studi literatur. Metode analisis yang digunakan adalah SEM-PLS. Secara rinci, hasil penelitian yang didapat adalah kualitas produk berpengaruh positif dan signifikan terhadap loyalitas konsumen, kualitas pelayanan tidak berpengaruh signifikan terhadap loyalitas konsumen, kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen, kualitas pelayanan tidak berpengaruh signifikan terhadap kepuasan konsumen dan kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kepuasan konsumen mampu memediasi pengaruh kualitas produk terhadap loyalitas konsumen secara parsial dan kepuasan konsumen tidak mampu memediasi pengaruh kualitas pelayanan terhadap loyalitas konsumen. Kata Kunci: Kepuasan Konsumen, Kualitas Pelayanan, Kualitas Produk, Loyalitas Konsumen | |||||||||
| Uncontrolled Keywords: | Kata Kunci: Kepuasan Konsumen, Kualitas Pelayanan, Kualitas Produk, Loyalitas Konsumen | |||||||||
| Subjects: | Communication > Science Journalism | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen | |||||||||
| Depositing User: | TB. AINUN NAJIB | |||||||||
| Date Deposited: | 14 Jul 2023 14:19 | |||||||||
| Last Modified: | 14 Jul 2023 14:19 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26485 |
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