PENGARUH KUALITAS PELAYANAN, PRODUK, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN (Studi Kasus: PT. Sinar Sosro Wilayah Pemasaran Purwakarta)

Agesti Awaliyah, - (2022) PENGARUH KUALITAS PELAYANAN, PRODUK, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN (Studi Kasus: PT. Sinar Sosro Wilayah Pemasaran Purwakarta). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

PENGARUH KUALITAS PELAYANAN, PRODUK, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN (Studi Kasus: PT. Sinar Sosro Wilayah Pemasaran Purwakarta) Agesti Awaliyah UPI Kampus Purwakarta agestiawaliyah@upi.edu ABSTRAK Salah satu tujuan pemasaran adalah mencapai setinggi mungkin faktor kepuasan pelanggan dan pelanggan bisa berkontribusi positif dengan perusahaan untuk meningkatkan persentase pemasaran. Salah satu faktor yang mempengaruhi kepuasan pelanggan yakni: citra merek, persepsi pelanggan, harga, promosi dan lainnya. Faktor-faktor yang diteliti dalam penelitian ini hanya difokuskan pada kualitas pelayanan, produk dan faktor promosi untuk mengetahui tingkat kepuasan pelanggan. Tujuan dari penelitian ini yaitu untuk mengetahui indikator pengaruh kualitas pelayanan, produk dan promosi terhadap kepuasan pelanggan, menganalisis dampak kepuasan pelanggan terhadap kualitas pelayanan, produk dan promosi, untuk menentukan elemen mana yang paling besar pengaruhnya. pada kepuasan pelanggan. di area pemasaran PT Sinar Sosro di Purwakarta. Metode yang diterapkan dalam penelitian ini ialah kuantitatif. Semua pelanggan PT Sinar Sosro di wilayah bisnis Purwakarta termasuk dalam populasi penelitian ini, sedangkan yang memenuhi kriteria seleksi adalah 90 orang. Dalam penelitian ini salah satu teknik untuk mengumpulkan datanya menerapkan teknik kuesioner. Analisis data dalam penelitian ini menerapkan uji asumsi klasik, analisis regresi linier berganda, uji T dan uji F, koefisien determinasi dan CSI. Software SPSS versi 25.00 digunakan untuk pengolahan data dalam penelitian ini. Hasil penelitian menunjukkan bahwa berdasarkan uji t terdapat pengaruh positif dan signifikan antara kualitas pelayanan (X1) dengan kepuasan pelanggan (Y) pada area pemasaran PT Sinar Sosro Purwakarta, diperoleh nilai koefisien positif thitung > ttabel 15,954 > 1,991 dengan tingkat lebih kecil 0,05 yaitu sebesar 0,000. Kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan dengan melihat hasil uji t yaitu 18,302 > 1,991 dengan tingkat signifikan 0,000 < 0,05. Promosi berpengaruh positif dan signifikan terhadap kepuasan pelanggan dibuktikan dengan uji t 15,437 > 1,991 dengan tingkat signifikan 0,000 < 0,05. Berdasarkan hasil H4, tampak bahwa kualitas pelayanan, produk dan promosi secara bersama-sama berpengaruh positif dan signifikan terhadap kepuasan pelanggan, yang juga diperkuat dengan melihat uji f sebesar 140.095 > 2.71 dengan taraf signifikan 0,000 < 0,05 dan uji koefisien determinasi 83% sedangkan sisanya 0,17%. Berdasarkan hasil uji CSI diperoleh skor 81,27% yang berarti pelanggan merasa sangat puas. Kata kunci : kualitas pelayanan, produk, promosi, dan kepuasan pelanggan -----  THE EFFECT OF QUALITY OF SERVICE, PRODUCT, AND PROMOTION ON CUSTOMER SATISFACTION (Case Study: PT. Sinar Sosro Purwakarta Marketing Area) Agesti Awaliyah UPI Campus Purwakarta agestiawaliyah@upi.edu ABSTRACT Customer satisfaction is one of the important factors in marketing, so that the objectives of marketing can be achieved optimally, and can provide positive involvement for the development of the company in increasing the percentage in sales. The level of customer satisfaction is influenced by many factors, namely: brand image, customer perception, price, promotion and others. In this study, not all factors will be investigated, but only focused on the implementation of service quality, product and promotion. The purpose of this study is to determine the indicators of the effect of service quality, product and promotion on customer satisfaction, to analyze the effect of customer satisfaction on service quality, product and promotion, to determine which elements have the most influence on customer satisfaction at PT. Sinar Sosro marketing area of Purwakarta. The approach used in this research is quantitative. The population in this study are all customers of PT. Sinar Sosro in the marketing area of Purwakarta, while the samples that met the criteria for sampling the observations made were 90 people. Data collection techniques in this study used a questionnaire technique. The data analysis technique in this study used the classical assumption test, multiple linear regression analysis, T test and F test, and the coefficient of determination. Data processing in this study using SPSS version 25.00 software. The results showed that based on the t test that there was a positive and significant effect between service quality (X1) on customer satisfaction (Y) at PT. Sinar Sosro Purwakarta Marketing Area, with the acquisition of a positive coefficient value tcount > ttable or 15,954 > 1,991 with a significant level less than 0.05, which is 0.000. Product quality has a positive and significant effect on customer satisfaction, this is by looking at the results of the t test, namely 18,302 > 1,991 with a significant level of 0.0000 < 0.05. Promotion has a positive and significant effect on customer satisfaction, this is evidenced by the t test of 15,437 > 1,991 with a significant level of 0.000 < 0.05. Based on the results of H4 indicate that the quality of service, product and promotion together have a positive and significant effect on customer satisfaction, this is evidenced by looking at the f test that is equal to 140.095 > 2.71 with a significant level of 0.000 < 0.05 and a determination coefficient test of 83% while the remaining 0.17%. According to CSI score 81,27% which means the customer was very satisfed. Keywords: service quality, product, promotion, and customer satisfaction

Item Type: Thesis (S1)
Additional Information: Link Google Scholar: Dian Permata sari : https://scholar.google.co.id/citations?user=SW2r0BwAAAAJ&hl=en Ahmad fauzi : https://scholar.google.com/citations?user=b6BGJbEAAAAJ&hl=en SINTA ID Dian permata Sari : 6160445 Amad Fauzi : 6122861
Uncontrolled Keywords: service quality, product, promotion, and customer satisfaction
Subjects: L Education > L Education (General)
T Technology > T Technology (General)
Divisions: UPI Kampus Purwakarta > S1 Pendidikan Sistem Teknologi dan Informasi
Depositing User: Agesti Awaliyah
Date Deposited: 24 Oct 2022 07:53
Last Modified: 24 Oct 2022 07:53
URI: http://repository.upi.edu/id/eprint/78757

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