Saifurrahman Iman Pratomo, - (2025) PENGARUH SERVICE QUALITY DAN HARGA TERHADAP REPURCHASE INTENTION MELALUI KEPUASAN PELANGGAN: Survei pada Pengguna Bus Trans Metro Pasundan. S2 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian difokuskan untuk memperoleh pemahaman komprehensif tentang pengaruh service quality dan harga terhadap repurchase intention melalui kepuasan pelanggan. Penelitian kali ini bersifat deskriptif dan verifikatif. Variabel terikat dalam penelitian ini adalah repurchase intention, dan variabel bebas adalah service quality, harga serta kepuasan pelanggan. Populasi dalam penelitian ini adalah pengguna bus Trans Metro Pasundan (TMP). Pengambilan sampel pada penelitian ini menggunakan metode survey dengan teknik purposive sampling, sebanyak 225 responden. Kerangka analisis yang diterapkan dalam penelitian ini melibatkan analisis Structural Equation Modeling (SEM), memanfaatkan program AMOS. Hasil yang diperoleh dari penelitian ini menunjukkan bahwa service quality, harga, kepuasan pelanggan, dan repurchase intention berada pada kategori tinggi. Hasil pengukuran CSI berada pada kategori puas. Sementara pengukuran menggunakan IPA menunjukkan 3 atribut yang menjadi prioritas utama untuk dilakukan pembenahan. Kepuasan pelanggan ditemukan berperan sebagai variabel mediasi yang signifikan dalam hubungan antara service quality dan repurchase intention, tetapi tidak pada hubungan antara harga dan repurchase intention. Secara simultan, kualitas layanan memiliki pengaruh yang lebih dominan dibandingkan harga. Berdasarkan kesimpulan penelitian, perlu dilakukan upaya untuk meningkatkan layanan dalam bus TMP, dan memperhatikan strategi harga/tarif kompetitif dalam mendorong kepuasan pelanggan dan menumbuhkan tingkat repurchase intention. The study focuses on gaining a comprehensive understanding of the influence of service quality and price on repurchase intention through customer satisfaction. This research is descriptive and verificative in nature. The dependent variable in this study is repurchase intention, while the independent variables are service quality, price, and customer satisfaction. The population of this study consists of users of the Trans Metro Pasundan (TMP) bus service. The sample was selected using a survey method with a purposive sampling technique, involving 225 respondents. The analytical framework applied in this study involves Structural Equation Modeling (SEM) analysis using the AMOS software. The findings indicate that service quality, price, customer satisfaction, and repurchase intention are categorized as high. The CSI measurement falls under the "satisfied" category, while the IPA analysis identifies three attributes as top priorities for improvement. Customer satisfaction serves as a significant mediating variable in the relationship between service quality and repurchase intention but not between price and repurchase intention. Simultaneously, service quality has a more dominant influence than price. Based on the conclusions, efforts are needed to improve services on the TMP bus and to develop competitive pricing strategies to enhance customer satisfaction and foster higher levels of repurchase intention.
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| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=7yp6ltoAAAAJ&hl=id ID SINTA Dosen Pembimbing: Puspo Dewi Dirgantari: 5980376 Chairul Furqon: 5994043 |
| Uncontrolled Keywords: | Service Quality, Harga, Kepuasan Pelanggan, dan Repurchase Intention, Trans Metro Pasundan, Teman Bus Bandung Service Quality, Price, Customer Satisfaction, dan Repurchase Intention, Trans Metro Pasundan, Teman Bus Bandung |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HE Transportation and Communications L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen |
| Depositing User: | Saifurrahman Iman Pratomo |
| Date Deposited: | 09 Feb 2025 14:09 |
| Last Modified: | 09 Feb 2025 14:09 |
| URI: | http://repository.upi.edu/id/eprint/130396 |
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