Pengaruh kualitas produk terhadap kepuasan pelanggan dan pengaruh kepuasan pelanggan, kepercayaan serta reputasi merek terhadap kesetiaan pelanggan Iphone di Surabaya

Husada, Marco (2012) Pengaruh kualitas produk terhadap kepuasan pelanggan dan pengaruh kepuasan pelanggan, kepercayaan serta reputasi merek terhadap kesetiaan pelanggan Iphone di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Perkembangan industri smartphone saat ini sedang berkembang pesat dan diikuti dengan meningkatnya persaingan bisnis. Setiap perusahaan dituntut untuk untuk mampu memilih dan menetapkan strategi yang dapat digunakan untuk menghadapi persaingan. Berdasarkan sigi awal yang dilakukan diketahui bahwa terdapat kecenderungan pengaruh Service Quality terhadap Customer Satisfaction, dimana Customer Satisfaction, Trust, dan Brand Reputation mempengaruhi Customer Loyalty iPhone di Surabaya. Perumusan masalah pada penelitian ini adalah Apakah terdapat pengaruh positif kualitas produk terhadap kepuasan pelanggan iPhone, Apakah terdapat pengaruh positif kepuasan pelanggan terhadap kesetiaan pelanggan iPhone, Apakah terdapat pengaruh positif kepercayaan terhadap kesetiaan pelanggan iPhone, Apakah terdapat pengaruh positif reputasi merek terhadap kesetiaan pelanggan iPhone. Populasi yang digunakan adalah semua pengguna iPhone di Surabaya. Sampel yang digunakan dalam penelitian ini adalah 110 responden dengan teknik pengambilan sampel purposive sampling. Hasil penelitian adalah terdapat pengaruh positif kualitas produk terhadap kepuasan pelanggan iPhone, dengan besarnya pengaruh sebesar 0.450, Terdapat pengaruh positif kepuasan pelanggan terhadap kesetiaan pelanggan iPhone dengan besarnya pengaruh sebesar 0.238, Terdapat pengaruh positif kepercayaan terhadap kesetiaan pelanggan iPhone dengan besarnya pengaruh sebesar 0.467, Terdapat pengaruh positif reputasi merek terhadap kesetiaan pelanggan iPhone dengan besarnya pengaruh sebesar 0.277 / The development of the smartphone industry is currently growing rapidly and is followed by increasing business competition. Each company is required to to be able to select and define strategies that can be used to face the competition. Based on pre-survey known that there is a tendency effect of Service Quality on Customer Satisfaction, where Customer Satisfaction, Trust, and Brand Reputation affect the Customer Loyalty iPhone in Surabaya. Formulation of the problem in this study is there a positive effect on customer satisfaction product quality iPhone, is there a positive effect on customer satisfaction to customer loyalty iPhone, is there a positive effect on customer loyalty confidence iPhone, is there a positive effect on customer loyalty brand reputation iPhone. The population is all the iPhone users in Surabaya. The sample used in this study were 110 respondents with a sampling purposive sampling technique. The results shows that is there is a positive effect of product quality on the iPhone customer satisfaction, the coefficient of direct influence is 0.450. There is a positive effect of customer satisfaction on customer loyalty iPhone with coefficient is 0.238, there is a positive effect of trust on customer loyalty iPhone with coefficient is 0.467, there is influences positive brand reputation on customer loyalty iPhone with coefficient is 0.277

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