Anggarian, Inge (2020) Pengaruh kualitas produk, persepsi harga, citra merek, kepuasan pelanggan, terhadap loyalitas pelanggan Elevania = The influence of product quality, price perception, brand image, customer satisfaction towards elevania customer loyalty. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Diketahui bahwa keberhasilan suatu e-commerce dapat diukur dari bagaimana e-commerce menjaga kualitas produk, persepsi harga, citra merek. Kualitas produk, persepsi harga, citra merek memiliki aspek – aspek yang dapat memberikan kepuasan terhadap konsumen yang akan didukung oleh nilai – nilai yang diberikan oleh perusahaan sesuai dengan persepsi harga terhadap roya produk sehingga menciptakan loyalitas dari konsumen. Penelitian ini bertujuan untuk melihat pengaruh Citra Merek terhadap Kepuasan Pelanggan, Kepuasan Pelanggan terhadap Loyalitas Pelanggan, Kualitas Produk terhadap Kepuasan Pelanggan dan Persepsi Harga terhadap Kepuasan Pelanggan Elevania. Desain penelitian ini dilakukan secara kuantitatif. Subjek yang digunakan dalam penelitian ini adalah orang yang pernah menggunakan layanan website atau aplikasi dari Elevania. Responden yang digunakan adalah yang berusia 17 sampai lebih dari 36 tahun berdomisili di Indonesia dengan jumlah responden sebanyak 250 responden yang diambil secara acak. Teknik pengumpulan data menggunakan metode electronic and online questionnaires. Hasil dari penelitian ini menunjukkan terdapat pengaruh positif antara Kualitas Produk terhadap Loyalitas Pelanggan, terdapat pengaruh positif antara Persepsi Harga terhadap Loyalitas Pelanggan, terdapat pengaruh positif Citra Merek terhadap Loyalitas Pelanggan, dan terdapat pengaruh positif Kepuasan Pelanggan terhadap Loyalitas Pelanggan./It is known that confidence in e-commerce can be measured by how e-commerce maintains product quality, price perception, and brand image. Product quality, price perception, brand image have aspects that can provide satisfaction to consumers which will be supported by the values given by the company in accordance with the perceived price of the product so that it creates Loyalty from consumers. This study aims to see the effect of Brand Image on Customer Satisfaction, Customer Satisfaction on Customer Royalty, Product Quality on Customer Satisfaction and Price Perception on Customer Satisfaction Elevania. The research design was carried out quantitatively. The subjects used in this study are people who have used the website or application services from Elevania. Respondents used are those aged 17 to more than 36 years old who live in Indonesia with a total of 250 respondents who were taken randomly. The data technique uses electronic methods and online questionnaires. The results of this study indicate a positive influence on Customer Loyalty, there is a positive influence between Price Perception on Customer Loyalty, there is a positive influence on Brand Image on Customer Loyalty, and there is a positive influence on Customer Satisfaction on Customer Loyalty.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | loyalitas pelanggan; kepuasan; kualitas produk; citra merek; persepsi harga | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Users 13478 not found. | ||||||||
Date Deposited: | 25 Feb 2021 02:47 | ||||||||
Last Modified: | 25 Feb 2021 02:47 | ||||||||
URI: | http://repository.uph.edu/id/eprint/23997 |
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