Anteseden purchase intention
Info Katalog
File Repositori
Nomor Panggil : 022151142
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2021
Pembimbing 1 : Ganawati
Subyek : Customer satisfaction - Marketing
Kata Kunci : product quality, pricing strategy, customer satisfaction, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2021_TA_SMJ_022151142_Halaman-Judul.pdf | ||
| 2. | 2021_TA_SMJ_022151142_Lembar-Pengesahan.pdf | ||
| 3. | 2021_TA_SMJ_022151142_Bab-1-Pendahuluan.pdf | 8 | |
| 4. | 2021_TA_SMJ_022151142_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2021_TA_SMJ_022151142_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2021_TA_SMJ_022151142_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2021_TA_SMJ_022151142_Bab-5-Kesimpulan.pdf |
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| 8. | 2021_TA_SMJ_022151142_Daftar-Pustaka.pdf | 6 | |
| 9. | 2021_TA_SMJ_022151142_Lampiran.pdf |
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P enelitian ini bertujuan untuk menganalisis product quality, pricing strategy, customer satisfaction sebagai anteseden dari purchase intention. Sampel yang digunakan dalam penelitian ini sebanyak 100 responden. Metode penarikan sampel yang digunakan dalam study ini yaitu purposive sampling. Metode pengumpulan data dengan cara menyebarkan kuesioner secara online kepada pelanggan Hypermart yang berbelanja secara online minimal 1 kali dalam kurun waktu 6 bulan terakhir. Metode analisa data yang digunakan adalah menggunakan regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel product quality dan pricing strategy memiliki pengaruh positif yang signifikan terhadap customer satisfaction. Terdapat pengaruh positif yang signifikan customer satisfaction terhadap purchase intention. Hasil penelitian ini menyarankan kepada tim pemasaran Hypermart online untuk menyempurnakan customer satisfaction dengan menciptakan product quality dan pricing strategy yang lebih baik. Selanjutnya akan mendorong terciptanya purchase intention.
T he purpose of this study to analyze product quality, pricing strategy, customer satisfaction as an antecedent from purchase intention. The samples used in this research is 100 respondents. The sampling method used in this study was purposive sampling. The data collection method is by distributing questionnaires online to Hypermart customers who shop online at least once in the last 6 months. The data analysis method used is multiple linear regression. The results of this study indicate that product quality and pricing strategy variables have a significant positive effect on customer satisfaction. There is a significant positive effect of customer satisfaction on purchase intention. The results of this study suggest to the online Hypermart marketing team to improve customer satisfaction by creating better product quality and pricing strategies. Furthermore, it will encourage the creation of purchase intention.
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