Pengaruh keunggulan relatif perusahaan terhadap customer satisfaction dan customer loyalty pengguna iPhone di Yogyakarta = The effect of the company relative superiority on customer satisfaction and customer loyalty of iPhone users in Yogyakarta

Fitriah, Shalma (2019) Pengaruh keunggulan relatif perusahaan terhadap customer satisfaction dan customer loyalty pengguna iPhone di Yogyakarta = The effect of the company relative superiority on customer satisfaction and customer loyalty of iPhone users in Yogyakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dewasa ini masyarakat di dunia termasuk negara Indonesia sudah memasuki era global dalam semua aspek termasuk teknologi komunikasi dan infomasi. Di Indonesia sendiri, baik pria maupun wanita di segala kalangan usia sudah menggunakan smartphone untuk kegiatan sehari-harinya. Pertumbuhan penggunaan smatphone di Indonesia dari tahun 2016 hingga tahun 2019 terus meningkat. Ada berbagai macam merk smartphone yang hadir di Indonesia dengan keungulannya masing-masing. Dari berbagai merk yang ada, iPhone merupakan salah satu smartphone yang banyak diminati oleh masyarakat Indonesia, karena memiliki inovasi dan ekslusif terhadap produknya sehingga iPhone selalu menjadi daya tarik masyarakat. Penelitian ini ditunjukan untuk mengalisa pengaruh variabel function, usability, design, application, device price, customer support, corporate image terhadap customer satisfaction melalui customer loyalty.Populasi yang digunakan dalam penelitian ini yaitu pria dan wanita,berdomisili di kota Yogyakarta, dengan rentan usia antara 18 sampai 60 tahun, telah membeli dan menggunakan produk iPhone dalam 2 tahun terakhir.Pengumpulan data ini dilakukan dengan menyebarkan kuisioner kepada responden yang sesuai dengan karakteristik.Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS 16.00sebagai software untuk mengolah data. Berdasarkan dari pengolahan data yang dilakukan diperoleh hasil bahwa enam hipotesis yang diajukan diterima, dan dua hipotesis ditolak. Dimana terdapat hubungan yang signifikan antara function, usability, design, customer support, customer image, terhadap customer satisfaction. dan customer satisfaction terhadap customer loyalty. Serta application dan device price tidak berpengaruh signifikan terhadap customer satisfaction./ People nowdays in the world including Indonesia has entered the global era in all aspects including communication technology and information. In Indonesia, both men and women in all ages have used smartphones for their daily activities. The growth of the use of smartphone in Indonesia from 2016 to 2019 continues to increase.The growth of the use of smartphone in Indonesia from 2016 to 2019 continues to increase. There are various kinds of smartphone brands that are present in Indonesia with their respective advantages. Of the various brands available, the iPhone is one of the smartphones that are much in demand by the people of Indonesia, because it has innovation and is exclusive to its products so that the iPhone has always been a public attraction. This study is intended to analyze the influence of variable function, usability, design, application, device price, customer support, corporate image on customer satisfaction through customer loyalty . The population used in this study are men and women, domiciled in Yogyakarta, with age vulnerable between 18 to 60 years, have bought and used iPhone products in the last 2 years.This data collection is carried out by distributing questionnaires to respondents who fit the characteristics. For processing and analyzing data in this study, namely by using SPSS as a software to process data. Based on the data processing, six hypotheses were submitted, and two hypotheses were rejected. Where there is a significarelationship between function, usability, design, customer support, customer image, and customer satisfaction. and customer satisfaction with customer loyalty. Application and device prices do not significantly influence customer satisfaction

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