Rauf, Maulana (2023) PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN YANG DIMODERASI HARGA DAN KEPERCAYAAN (Studi Pada Pelanggan Tahu Goreng CV. Yoza Parama Di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of product quality and service quality on customer loyalty with price and trust as moderating variables. This study used a descriptive quantitative method with a sampling technique, namely purposive sampling, amounting to 126 respondents. The types of data used are primary and secondary. The data collection used is a questionnaire, observation and literature study. The analytical method used is SEM-PLS and MRA test. In detail, the research results obtained are product quality has a positive and significant effect on customer loyalty, service quality has no significant effect on customer loyalty, price has a positive and significant effect on customer loyalty, trust has no significant effect on customer satisfaction. Price is unable to moderate the effect of product quality on customer loyalty and trust is unable to moderate the effect of service quality on customer loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan kualitas pelayanan terhadap loyalitas pelanggan dengan harga dan kepercayaan sebagai variabel moderasi. Penelitian ini menggunakan metode kuantitatif deskriptif dengan teknik penarikan sampel yaitu purposive sampling yang berjumlah 126 responden. Jenis data yang digunakan yaitu primer dan sekunder. Pengumpulan data yang digunakan adalah kuesioner, observasi dan studi literatur. Metode analisis yang digunakan adalah SEM-PLS dan Uji MRA. Secara rinci, hasil penelitian yang didapat adalah kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan, kualitas pelayanan tidak berpengaruh signifikan terhadap loyalitas pelanggan, harga berpengaruh posiitf dan signifikan terhadap loyalitas pelanggan, kepercayaan tidak berpengaruh signifikan terhadap kepuasan konsumen. Harga tidak mampu memoderasi pengaruh kualitas produk terhadap loyalitas pelanggan dan kepercayaan tidak mampu memoderasi pengaruh kualitas pelayanan terhadap loyalitas pelanggan. | |||||||||
| Uncontrolled Keywords: | Price, Trust, Service Quality, Product Quality, Customer Loyalty Harga, Kepercayaan, Kualitas Pelayanan, Kualitas Produk, Loyalitas Pelanggan | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Rauf Rauf Maulana | |||||||||
| Date Deposited: | 09 Oct 2023 11:47 | |||||||||
| Last Modified: | 09 Oct 2023 11:47 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29500 |
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