Rosaliana, Febry (2018) Pengaruh Sales Promotion dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Serta Dampaknya pada Minat Pembelian Ulang (Survei pada Konsumen Jasa GrabCar di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Sales Promotion terhadap Kepuasan Konsumen, (2) menjelaskan pengaruh Sales Promotion terhadap Minat Pembelian Ulang, (3) menjelaskan pengaruh Kualitas Pelayanan terhadap Kepuasan Konsumen, (4) menjelaskan pengaruh Kualitas Pelayanan terhadap Minat Pembelian Ulang, (5) menjelaskan pengaruh Kepuasan Konsumen terhadap Minat Pembelian Ulang. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Sales Promotion, Kualitas Pelayanan, Kepuasan Konsumen, dan Minat Pembelian Ulang. Kriteria populasi dalam penelitian ini adalah konsumen dengan usia minimal 18 tahun, berada di Kota Malang pada saat dilakukannya penelitian, dan telah melakukan pembelian jasa GrabCar di wilayah Kota Malang minimal satu kali. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara langsung (offline) kepada 116 responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa Sales Promotion berpengaruh secara signifikan terhadap Kepuasan Konsumen, Sales Promotion memiliki pengaruh yang signifikan terhadap Minat Pembelian Ulang, Kualitas Pelayanan berpengaruh signifikan terhadap Kepuasan Konsumen, Kualitas Pelayanan secara signifikan berpengaruh terhadap Minat Pembelian Ulang, dan Kepuasan Konsumen memiliki pengaruh yang signifikan terhadap Minat Pembelian Ulang. Berdasarkan hasil penelitian, sebaiknya perusahaan Grab dapat meningkatkan kegiatan promosi dengan penambahan fitur pembayaran GrabPay melalui driver dan menambah media promosinya agar lebih banyak konsumen yang mendapatkan Sales Promotion. Selain itu perlu adanya peningkatan Kualitas Pelayanan terutama aspek keselamatan perjalanan. Melalui peningkatan Sales Promotion dan Kualitas Pelayanan, diharapkan semakin banyak konsumen yang puas dan melakukan pembelian ulang pada jasa GrabCar.
English Abstract
This research aimed to (1) explaining the influence of Sales Promotion on Customer Satisfaction, (2) explaining the influence of Sales Promotion on Repurchase Intention, (3) explaining the influence of Service Quality on Customer Satisfaction, (4) explaining the influence of Service Quality on Re-purchase Intention, (5) explaining the influence of Customer Satisfaction on Re-purchase Intention. The type of this research is explanatory research with quantitative approach. The variables of the research are Sales Promotion, Service Quality, Customer Satisfaction, and Re-purchase Intention. The criteria of population in this research are (1) GrabCar’s consumer with 18 years old as the minimum of age, (2) who have been in Malang City when the research was conducted, and (3) who have ever used GrabCar’s service in Malang City at least once. The sampling technique for this research was using purposive sampling and the data collection method by distributing questionnaire directly (offline) to 116 respondents according to population criteria. Data analysis used descriptive analysis and path analysis. The results showed that (1) Sales Promotion significant influence on Customer Satisfaction, (2) Sales Promotion has significant influence on Repurchase Intention, (3) Service Quality has significant influence on Customer Satisfaction, (4) Service Quality has significant influence on Re-purchase Intention, and (5) Customer Satisfaction has significant influence on Re-purchase Intention. Based on the results of this research, its better Grab can improve the promotion activity by adding GrabPay purchasing fiture through the driver and also improve the media promotion for more consumer to get information about sales promotion. Therefore, Grab should improve the quality service especially the safety of trip’s aspect. Through the improvement of sales promotion and service quality, it is expected that more satisfied customers and do re-purchase intention on GrabCar services.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/459/051807096 |
| Uncontrolled Keywords: | Sales Promotion, Kualitas Pelayanan, Kepuasan Konsumen dan Minat Pembelian Ulang-Sales Promotion, Service Quality, Customer Satisfaction, Re-purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 02 Apr 2019 03:31 |
| Last Modified: | 25 Oct 2021 02:54 |
| URI: | http://repository.ub.ac.id/id/eprint/162636 |
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