Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Dalam Membentuk Loyalitas Pelanggan (Studi Pada Pelanggan McDonald’s MT. Haryono Malang)

Sembiring, Inka Janita (2014) Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Dalam Membentuk Loyalitas Pelanggan (Studi Pada Pelanggan McDonald’s MT. Haryono Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui: (1) pengaruh Kualitas Produk terhadap Kepuasan Pelanggan; (2) pengaruh Kualitas Pelayanan terhadap Kepuasan; (3) pengaruh Kepuasan Pelanggan terhadap Loyalitas; dan (4) pengaruh Kualitas Produk terhadap Loyalitas Pelanggan; (5) pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan. Jenis Penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah Kualitas Produk, Kualitas Pelayanan, Kepuasan Pelanggan dan Loyalitas Pelanggan. Sampel sebanyak 116 responden yang merupakan Pelanggan McDonald’s MT. Haryono Malang dengan menggunakan teknik purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (Path Analysis). Hasil penelitian menunjukkan bahwa: (1) variabel Kualitas Produk berpengaruh langsung dan signifikan terhadap variabel Kepuasan; (2) variable Kualitas Pelayanan berpengaruh langsung dan signifikan terhadap Kepuasan Pelanggan; (3) variabel Kepuasan Pelanggan berpengaruh langsung dan signifikan terhadap Loyalitas Pelanggan; (4) variabel Kualitas Produk berpengaruh tidak signifikan terhadap Loyalitas Pelanggan; (5) variabel Kualitas Pelayanan memiliki pengaruh signifikan terhadap Loyalitas Pelanggan. Dengan demikian, sebaiknya Restoran McDonald’s MT. Haryono Malang terus meningkatkan Kualitas Pelayanan dan Kualitas Produk. Hal tersebut akan mampu mempengaruhi kepuasan pelanggan dan membuat pelanggan menjadi loyal.

English Abstract

This study aimed investigate to: (1) the effect of Product Quality on Customers Satisfaction; (2) determine the effect of Service Quality on Customers Satisfaction; (3) determine the effect of Customers Satisfaction on Customers Loyalty; (4) determine the effect Product Quality on Costumer’s Loyalty; (5) determine the effect of Service Quality on Customers Loyalty. This research used explanatory research with quantitative approach. Variables which are used in this research are Product Quality, Service Quality, Customers Satisfaction, and Customers Loyalty. By using Purposive Sampling techniques, there are 116 total samples who are the consumers of McDonald’s MT. Haryono Malang. The data are collected through questionnaire. Descriptive analysis and path analysis are used as data analysis techniques. The result of this research shows that: (1) Product Quality has direct and significant effect on Customers Satisfaction; (2) Service Quality has direct and significant effect on Customers Satisfaction; (3) Customers Satisfaction has direct and significant effect on Costumer’s Loyalty; (4) Product Quality has direct and not significant effect on Customer Loyalty; (5) Service Quality has direct and significant effect on Costumer’s Loyalty. Thus, McDonald's MT. Haryono Malang should continue to improve their service quality and product quality. So that, it will influence Customers Satisfaction and customers will continue to become loyal.

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2014/533/051407121
Uncontrolled Keywords: Kualitas Produk, Kualitas Pelayanan, Kepuasan Pelanggan, Loyalitas Pelanggan; Product Quality, Service Quality, Customers Satisfaction, Costumer’s Loyalty
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Hasbi
Date Deposited: 13 Oct 2014 09:59
Last Modified: 18 Nov 2021 16:24
URI: http://repository.ub.ac.id/id/eprint/116649
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