PENGARUH KUALITAS PRODUK, CITRA MEREK
DAN HARGA TERHADAP KEPUASAN PELANGGAN
YANG DIMEDIASI OLEH PROSES KEPUTUSAN
PEMBELIAN ENERVON C
( Studi Pada Pelanggan Enervon C Di Jakarta )
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
NURHAYATI, NUNUNG
Subject
Manajemen Pemasaran
Datestamp
2022-05-13 05:57:23
Abstract :
Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk, citra merek, harga terhadap kepuasan pelanggan yang dimediasi oleh keputusan pembelian kepada pelanggan Enervon C. Penelitian ini menggunakan strategi asosiatif. Metode pengumpulan data menggunakan kuesioner yang diukur menggunakan skala likert. Populasi dalam penelitian ini adalah pelanggan Enervon C. Metode pengambilan sempel menggunakan teknik purposive sampling dengan kreteria yaitu pelanggan yang telah mengkonsumsi Enervon C setidaknya dua kali selama tahun 2021 berjumlah 100 responden. Dalam penelitian ini Teknik analisis data yang digunakan yaitu analisis jalur dengan bantuan sofware WarpPLS 7.0. Hasil penelitian menyimpulkan (1) Kualitas produk berpengaruh terhadap proses keputusan pembelian Enervon C. (2) Citra merek berpengaruh terhadap proses keputusan pembelian Enervon C. (3) Harga tidak berpengaruh terhadap proses keputusan pembelian Enervon C. (4) Proses keputusan pembelian Enervon C berpengaruh terhadap kepuasan pelanggan. (5) Kualitas produk tidak berpengaruh terhadap kepuasan pelanggan. (6) Harga tidak berpengaruh terhadap kepuasan pelanggan. (7) Proses keputusan pembelian memediasi pengaruh kualitas produk terhadap kepuasan pelanggan. (8) Proses Keputusan pembelian memediasi pengaruh citra merek terhadap kepuasan pelanggan. (9) Proses keputusan pembelian tidak memediasi pengaruh harga terhadap kepuasan pelanggan Keputusan pembelian tidak memediasi pengaruh harga terhadap kepuasan pelanggan. Kata Kunci: Kualitas Produk, Citra Merek, Harga, Proses Keputusan Pembelian, Kepuasan Pelanggan The purpose of this research was to find the effect of product quality, brand image and price on customer satisfaction was mediated by Enervon C customers purchasing decisions. This research used an associative strategy. The data collection method used a questionnaire which was measured by a likert scale. The population of the research was Enervon C customers. The sampling method used a purposive sampling technique with the criteria that 100 customers had consumed Enervon C at least twice during 2021. In this research, the data was analyzed using WarpPLS 7.0 software. The results of this research concluded that: (1) The product quality had an effect on purchasing decisions process of Enervon C. (2) The brand image had an effect on purchasing decisions process of Enervon C. (3) The Price had no effect on purchasing decisions process of Enervon C. (4) The purchase decisions process of Enervon C had an affect on customer satisfaction. (5) The product quality had no effect on customer satisfaction. (6) The Price had no effect on customer satisfaction. (7) The purchase decisions process mediated the effect of product quality on customer satisfaction. (8) The purchase decisions process mediated the effect of brand image on customer satisfaction. (9) The purchase decisions process did not mediate the effect of price on customer satisfaction. Keywords: Product Quality, Brand Image, Price, Purchase Decision Process, Customer Satisfaction
Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk, citra merek, harga terhadap kepuasan pelanggan yang dimediasi oleh keputusan pembelian kepada pelanggan Enervon C. Penelitian ini menggunakan strategi asosiatif. Metode pengumpulan data menggunakan kuesioner yang diukur menggunakan skala likert. Populasi dalam penelitian ini adalah pelanggan Enervon C. Metode pengambilan sempel menggunakan teknik purposive sampling dengan kreteria yaitu pelanggan yang telah mengkonsumsi Enervon C setidaknya dua kali selama tahun 2021 berjumlah 100 responden. Dalam penelitian ini Teknik analisis data yang digunakan yaitu analisis jalur dengan bantuan sofware WarpPLS 7.0. Hasil penelitian menyimpulkan (1) Kualitas produk berpengaruh terhadap proses keputusan pembelian Enervon C. (2) Citra merek berpengaruh terhadap proses keputusan pembelian Enervon C. (3) Harga tidak berpengaruh terhadap proses keputusan pembelian Enervon C. (4) Proses keputusan pembelian Enervon C berpengaruh terhadap kepuasan pelanggan. (5) Kualitas produk tidak berpengaruh terhadap kepuasan pelanggan. (6) Harga tidak berpengaruh terhadap kepuasan pelanggan. (7) Proses keputusan pembelian memediasi pengaruh kualitas produk terhadap kepuasan pelanggan. (8) Proses Keputusan pembelian memediasi pengaruh citra merek terhadap kepuasan pelanggan. (9) Proses keputusan pembelian tidak memediasi pengaruh harga terhadap kepuasan pelanggan Keputusan pembelian tidak memediasi pengaruh harga terhadap kepuasan pelanggan. Kata Kunci: Kualitas Produk, Citra Merek, Harga, Proses Keputusan Pembelian, Kepuasan Pelanggan The purpose of this research was to find the effect of product quality, brand image and price on customer satisfaction was mediated by Enervon C customers purchasing decisions. This research used an associative strategy. The data collection method used a questionnaire which was measured by a likert scale. The population of the research was Enervon C customers. The sampling method used a purposive sampling technique with the criteria that 100 customers had consumed Enervon C at least twice during 2021. In this research, the data was analyzed using WarpPLS 7.0 software. The results of this research concluded that: (1) The product quality had an effect on purchasing decisions process of Enervon C. (2) The brand image had an effect on purchasing decisions process of Enervon C. (3) The Price had no effect on purchasing decisions process of Enervon C. (4) The purchase decisions process of Enervon C had an affect on customer satisfaction. (5) The product quality had no effect on customer satisfaction. (6) The Price had no effect on customer satisfaction. (7) The purchase decisions process mediated the effect of product quality on customer satisfaction. (8) The purchase decisions process mediated the effect of brand image on customer satisfaction. (9) The purchase decisions process did not mediate the effect of price on customer satisfaction. Keywords: Product Quality, Brand Image, Price, Purchase Decision Process, Customer Satisfaction
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