Kristanti, Elfira Nian (2019) Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei Pada Pelanggan Kantin Fakultas Ilmu Administrasi Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) pengaruh Kualitas Produk terhadap Kepuasan Pelanggan, (2) pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan, (3) pengaruh Kepuasan Pelanggan terhadap Loyalitas Pelanggan, 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 Kantin FIA UB 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 Pelanggan; (2) variabel 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 signifikan terhadap Loyalitas Pelanggan; (5) variabel Kualitas Pelayanan memiliki pengaruh signifikan terhadap Loyalitas Pelanggan. Dengan demikian, sebaiknya Kantin FIA UB terus meningkatkan Kualitas Produk dan Kualitas Pelayanan. 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 Customers 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 Customer Loyalty. By using Purposive Sampling techniques, there are 116 total samples who are the consumers of Canteen Faculty of Administrative Science Brawijaya University. 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 Customer Satisfactions; (2) Service Quality has direct and significant effect on Customer Satisfaction; (3) Customers Satisfaction has direct and significant effect on Customers Loyalty; (4) Product Quality has direct and significant effect on Customers Loyalty; (5) Service Quality has direct and significant effect on Customers Loyalty. Thus, Canteen Faculty of Administrative Science Brawijaya University 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/2019/2/051905943 |
| Uncontrolled Keywords: | Kualitas Produk, Kualitas Pelayanan, Kepuasan Pelanggan, Loyalitas Pelanggan, Product Quality, Service Quality, Customers Satisfaction, Customers Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Nur Cholis |
| Date Deposited: | 06 Nov 2020 18:00 |
| Last Modified: | 25 Oct 2021 06:58 |
| URI: | http://repository.ub.ac.id/id/eprint/172311 |
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