Pengaruh kualitas produk, citra merek, dan promosi melalui keputusan pembelian terhadap kepuasan pelanggan pada samsung galaxy s4 di Surabaya

Pungus, Priscilia (2013) Pengaruh kualitas produk, citra merek, dan promosi melalui keputusan pembelian terhadap kepuasan pelanggan pada samsung galaxy s4 di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Era globalisasi seperti sekarang ini, ponsel telah menjadi sebuah kebutuhan pokok bagi setiap orang. Bahkan fungsi dari ponsel ini tidak hanya sebagai alat komunikasi, melainkan fungsi ini telah bergeser sebagai gaya hidup (lifestyle) pada masyarakat. Seiring bertumbuh dan berkembangnya teknologi ponsel maka berkembang juga sistem operasi yang terdapat pada ponsel tersebut. Salah satunya adalah Samsung. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas produk, citra merek, dan promosi melalui keputusan pembelian terhadap kepuasan pelanggan pada Samsung Galaxy S4 di Surabaya. Teknik analisis data yang digunakan adalah SEM (Structural Equation Model) dimana pengolahan data dilakukan menggunakan software Amos versi 16. Permodelan dengan SEM memungkinkan dijawabnya pertanyaan penelitian secara dimensional. Untuk pemilihan metode sampel yang digunakan adalah non probability sampling yaitu pemilihan sampel berdasarkan pada pertimbangan pribadi. Dari hasil penelitian diperoleh bahwa kualitas produk, citra merek, dan promosi memberikan kontribusi yang signifikan terhadap keputusan pembelian Samsung Galaxy S4, terlihat dari nilai t dimana masing-masing sebesar X = 2,684 ; X = 2,193 dan X = 3,828 lebih besar dari t sebesar 1,96. Sedangkan keputusan pembelian Samsung Galaxy S4 juga memberikan kontribusi yang signifikan terhadap kepuasan pelanggan, terlihat dari nilai t sebesar 5,835 lebih besar dari t sebesar 1,96. Dengan demikian dapat ditarik kesimpulan bahwa kualitas produk, citra merek, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, keputusan pembelian berpengaruh positif dan signifikan pula terhadap kepuasan pelanggan pada Samsung Galaxy S4 di Surabaya. Untuk penelitian selanjutnya diharapkan dapat mempertimbangkan faktor – faktor lain yang berbeda dengan apa yang dipaparkan di dalam jurnal dan memperhatikan tiap detailnya / The era of globalization as it is today, mobile phones have become a basic necessity for everyone. Even the functions of this mobile phones not only as a communication tool, but this function has been shifted as lifestyle (lifestyle) in the community. As growth and development of mobile phones technology, it also develops the operating system found on the mobile phones. One of them is Samsung. This study aims to examine and analyze the effect of product quality, brand image, and promotion through buying decision toward customer satisfaction on the Samsung Galaxy S4 in Surabaya. The data analysis technique used is SEM (Structural Equation Model) where data processing was performed using Amos Software version 16. Modeling with SEM allows to answer the research question be dimensionally. For the selection of sampling method used was non-probability sampling that the sample selection is based on personal considerations. The result showed that the product quality , brand image , and promotion contributed significantly to buying decision of the Samsung Galaxy S4, seen from the t value where each of X = 2.684 ; X = 2.193 and X = 3.828 is greater than t=1, 96. While the buying decision of Samsung Galaxy S4 also contributed significantly to customer satisfaction, seen from the t value = 5.835 is greater than t = 1.96. Thus it can be concluded that the product quality, brand image, and the promotion have positive and significant impact on buying decision, buying decision also have positive and significant impact toward customer satisfaction on the Samsung Galaxy S4 in Surabaya. For further research is expected to consider the other factors that are different from what is described in the journal and attention to every detail

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