Purwacaraka, Ichsan (2021) Pengaruh Kualitas Layanan dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Survei Pada Pelanggan Zona SM Futsal Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh langsung Kualitas Layanan dan Harga terhadap Kepuasan Pelanggan dan pengaruh langsung Kualitas Layanan, Harga, Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Kemudian bagaimana pengaruh tidak langsung Kualitas Layanan dan Harga terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan . Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pelanggan Zona SM Futsal Malang yang pernah melakukan penyewaan lapangan dan bermain di Zona SM Futsal Malang minimal sebanyak tiga kali. Sampel yang dilakukan dalam penelitian ini sebanyak 100 orang responden. Metode analisis yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan Kualitas Layanan dan Harga sama sama memiliki pengaruh langsung yang positif dan signifikan terhadap Kepuasan Pelanggan. Kualitas Layanan memiliki pengaruh langsung yang positif dan signifikan terhadap Loyalitas Pelanggan. Harga berpengaruh negatif dan signifikan terhadap Loyalitas pelanggan. Selanjutnya Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas pelanggan. Selanjutnya Kepuasan Pelanggan tidak menjadi pemediasi hubungan Kualitas Layanan ke Loyalitas pelanggan. Selanjutnya Kepuasan Pelanggan menjadi pemediasi hubungan Harga ke Loyalitas pelanggan."
English Abstract
One indicator of the success of a business is being able to get and retain customers. Customer loyalty will bring long-term profit value for the company, especially in increasingly fierce business competition. Companies are competing to create customer satisfaction which is expected to bring customer loyalty. Businesses in the service sector are closely related to the services provided to their customers. The same is the case with the price factor where it relates to how good the value offered by the company is for the given price.This study aims to determine and explain the direct effect of Service Quality and Price on Customer Satisfaction and the direct effect of Service Quality , Price, Customer Satisfaction on Customer Loyalty . Thus, how is the indirect effect of Service Quality and Price on Customer Loyalty through Customer Satisfaction. The type of research used in this research is explanatory research with a quantitative approach. The population in this study were the customers of Zona SM Futsal Malang who had rented and played in the Zona SM Futsal Malang at least three times. The sample in this study was 100 respondents. The analytical method used is descriptive statistical analysis and path analysis. The results showed that Service Quality and Price both had a positive and significant direct effect on Customer Satisfaction. Service Quality has a positive and significant direct effect on Customer Loyalty. Price has a negative and significant effect on customer loyalty. Customer Satisfaction has a positive and significant effect on customer loyalty. Furthermore, Customer Satisfaction does not mediate the relationship between Service Quality and Customer Loyalty. Customer Satisfaction mediates the relationship between Price and Customer Loyalty
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052103 |
| Uncontrolled Keywords: | Kualitas Layanan, Harga, Kepuasan Pelanggan, Loyalitas Pelanggan, Service Quality, Price, Customer Satisfaction, Customer Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nurmasudah |
| Date Deposited: | 23 Oct 2021 08:11 |
| Last Modified: | 24 Feb 2022 02:54 |
| URI: | http://repository.ub.ac.id/id/eprint/185480 |
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Text (DALAM MASA EMBARGO)
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