Pengaruh product quality terhadap satisfaction, trust dan loyalty dalam membentuk word of mouth pada konsumen os android di Surabaya

Angkawijaya, Santo A. (2014) Pengaruh product quality terhadap satisfaction, trust dan loyalty dalam membentuk word of mouth pada konsumen os android di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Smartphone merupakan produk inovasi yang dapat memuat berbagai macam konten didalamnya serta terdapat pula fitur-fitur yang telah dikembangkan dari generasi sebelumnya agar dapat lebih mempermudah para konsumen. Smartphone dapat berjalan dengan baik karena terdapat Operating System (OS) didalamnya yang berperan sebagai perangkat lunak (Software). Operating System diartikan sebagai seperangkat program yang mengelola sumber daya perangkat keras komputer atau hardware, dan menyediakan layanan umum untuk aplikasi perangkat lunak. Operating System adalah jenis yang paling penting dari perangkat lunak sistem dalam sistem computer. Contoh Operating System yaitu Symbian, Blackberry, Android, Apple IOS, Windows Mobile, dan sebagainya. Android adalah Operating System yang saat ini termasuk sebagai salah satu Operating System yang banyak digunakan oleh konsumen di seluruh dunia. Penelitian ini dilakukan untuk menganalisa pengaruh product qualtity terhadap satisfaction, trust, dan loyalty dalam membentuk sikap atau perilaku marketing word of mouth konsumen smartphone berbasis OS Android di Surabaya. Hasil penelitian ini diharapkan dapat menjadi masukan bagi produsen dalam mengembangkan strategi yang tepat untuk meningkatkan aktivitas marketing word of mouth produk OS Android di Surabaya ataupun di lokasi lain yang dituju. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis simple regression dan multiple regression serta program SPSS 22 (Statistical Product and Service Solution). Sampel yang digunakan pada penelitian ini yaitu konsumen yang telah menggunakan smartphone berbasis OS Android di Surabaya yang berjumlah 110 orang dengan rentang usia 17-65 tahun dan telah menggunakan produk diatas 6 bulan. Kuesioner disebarkan dengan menggunakan non-probability sampling dan purposive sampling. Hasil penelitian ini menunjukkan bahwa (1) product quality berpengaruh positif dan signifikan terhadap satisfaction (2) product quality berpengaruh positif dan signifikan terhadap trust (3) product quality berpengaruh positif dan signifikan terhadap loyalty (4) satisfaction berpengaruh positif namun tidak signifikan terhadap trust (5) trust berpengaruh positif namun tidak signifikan terhadap loyalty (6) satisfaction berpengaruh positif dan signifikan terhadap word of mouth (7) trust berpengaruh positif dan signifikan terhadap word of mouth (8) loyalty berpengaruh positif namun tidak signifikan terhadap word of mouth (9) product quality berpengaruh positif namun tidak signifikan terhadap word of mouthb / Smartphone is an innovative product that can contain a wide variety of content in it, and there are also features that have been developed from the previous generation to better facilitate the consumers. Smartphones can run well because there is the Operating System (OS) in it that acts as a software. Operating System is defined as a set of programs that manage computer hardware resources and provides common services for application software. Operating System is the most important type of system as software in a computer system. Examples of Operating System is Symbian, Blackberry, Android, Apple iOS, Windows Mobile, and so on. Android is an Operating System that is currently included as one of the Operating System that is widely used by consumers worldwide. This study was conducted to analyze the effect of product qualtity of satisfaction, trust, and loyalty in shaping the attitudes or behavior of word of mouth marketing consumer Android OS-based smartphones in Surabaya. The results of this study are expected to be input for producers in developing appropriate strategies to enhance the activity of word of mouth marketing products Android OS in Surabaya or at another location designated. This study uses a quantitative approach to the technique of simple regression analysis and multiple regression with SPSS 22 (Statistical Product and Service Solutions). The sample used in this research that consumers who have been using the Android OS-based smartphones in Surabaya consisting of 110 people, aged 17-65 years and have been using the product over 6 months. Questionnaires were distributed by using a non-probability sampling and purposive sampling. The results of this study indicate that (1) product quality have positive and significant effect on satisfaction (2) product quality have positive and significant effect on trust (3) product quality have positive and significant effect on loyalty (4) satisfaction have positive effect but not significant on trust (5) trust have positive effect but not significant on loyalty (6) satisfaction have positive and significant effect on word of mouth (7) trust have positive and significant effect on word of mouth (8) loyalty have positive effect but not significant on word of mouth (9) product quality have positive effect but not significant on word of mouth

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