The effect of product quality, perception of price and customer satisfaction on customer loyalty at CV Bintang Jaya Abadi, Medan

Liandy, Nora Sari (2021) The effect of product quality, perception of price and customer satisfaction on customer loyalty at CV Bintang Jaya Abadi, Medan. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (178kB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (330kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (9MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (8MB)

Abstract

The highly sophisticated growth of business in Indonesia, have resulted in more intense rivalry in the business sector, as there were increased number of different sorts of enterprises in Indonesia. Hereinafter, because of that, many companies will face such an intense competition in every element of their operations in today's market. Every business player in each category must be responsive to any changes that occur and focus on customer happiness as the primary aim, companies also have to be able to take the advantage of opportunities that exist in the market and used that to sustain client loyalty, where it is the importance and core point in the business sector as it is critical for long-term success. However, the most significant issues that might affects the company's long-term viability is through product quality, customer perception of price and customer satisfaction, that eventually will affect customer loyalty. In order to understand more about this topic, this research will look at the effects of product quality, perception of price and customer satisfaction on customer loyalty at CV Bintang Jaya Abadi, Medan. By employing a quantitative analysis, the Lemeshow formula is used in determining the sample. As a result, there were 96.04 = 100 respondents in the sample. In this study, SPSS 25.0 was used to analyze all of the data, and the data was gathered through distributing online questionnaires. All (19) indicators were measured using a 5-point Likert scale. Aside from that, this study used multiple linear regression analysis. Moreover, according to the findings of this study, Product Quality (X1) does not effect Customer Loyalty (Y). However, Price Perception (X2) and Customer Satisfaction (X3) does effects Customer Loyalty (Y). This means that an organization should consider these variables while making decisions or applying techniques to improve business performance/Perkembangan dunia usaha yang sangat canggih di Indonesia, telah mengakibatkan semakin ketatnya persaingan dalam dunia usaha, seiring dengan bertambahnya jumlah jenis usaha yang ada di Indonesia. oleh karena itu, banyak perusahaan akan menghadapi persaingan yang begitu ketat dalam setiap elemen operasinya di pasar saat ini, setiap pelaku bisnis di setiap kategori harus responsif terhadap setiap perubahan yang terjadi dan fokus pada kebahagiaan pelanggan sebagai tujuan utama, perusahaan juga harus dapat memanfaatkan peluang yang ada di pasar dan menggunakannya untuk mempertahankan loyalitas klien, di mana itu adalah titik inti dalam sektor bisnis karena sangat penting untuk kesuksesan jangka panjang. Namun, masalah paling signifikan yang mungkin mempengaruhi kelangsungan hidup jangka panjang perusahaan adalah melalui kualitas produk, persepsi pelanggan tentang harga dan kepuasan pelanggan yang pada akhirnya akan mempengaruhi loyalitas pelanggan. Untuk lebih memahami topik tersebut, penelitian ini akan melihat pengaruh kualitas produk, persepsi harga dan kepuasan pelanggan terhadap loyalitas pelanggan pada CV Bintang Jaya Abadi Medan. Dengan menggunakan analisis kuantitatif, rumus Lemeshow digunakan dalam menentukan sampel. Hasilnya, ada 96,04 = 100 responden dalam sampel. Dalam penelitian ini, SPSS 25.0 digunakan untuk menganalisis semua data, dan data dikumpulkan melalui penyebaran kuesioner online. Semua (19) indikator diukur menggunakan skala Likert 5 poin. Selain itu, penelitian ini menggunakan analisis regresi linier berganda. Selain itu, menurut temuan penelitian ini, Kualitas Produk (X1) tidak berpengaruh terhadap variabel Loyalitas Pelanggan (Y). Namun, Persepsi Harga (X2) dan Kepuasan Pelanggan (X3) berpengaruh terhadap Loyalitas Pelanggan (Y). Ini berarti bahwa organisasi harus mempertimbangkan variabel-variabel ini saat membuat keputusan atau menerapkan teknik untuk meningkatkan kinerja bisnis.

Actions (login required)

View Item