PENGARUH KUALITAS PRODUK, PROMOSI TERHADAP KEPUASAN PELANGGAN UNTUK MENINGKATKAN MINAT BELI ULANG (Studi Kasus pada Pengguna Oli Sepeda Motor Merek AHM di Kota Semarang)

Raharjanto, Bima (2023) PENGARUH KUALITAS PRODUK, PROMOSI TERHADAP KEPUASAN PELANGGAN UNTUK MENINGKATKAN MINAT BELI ULANG (Studi Kasus pada Pengguna Oli Sepeda Motor Merek AHM di Kota Semarang). Other thesis, STIE Bank BPD Jateng.

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Abstract

The development of the business world in all countries is very rapid, causing the impact of corporate competition. The company's competition is dense as well as competition in the product oil motorcycle automotive industry. The purpose of this study was to determine the effect of promotional product quality on customer satisfaction as a mediation and decision to repurchase interest. The population in this study was sampling using purposive sampling technique in order to obtain a sample of 100 respondents. The data in this study are primary data in the form of a questionnaire via google form. The analytical method used is multiple linear regression analysis. The results of this study indicate that the data obtained and the results of the analysis that have been carried out by researchers can be concluded that there is an influence between product quality and promotion on repurchase interest, customer satisfaction does not have a positive effect on repurchase interest. Customer satisfaction is not able to mediate the effect of product quality on repurchase interest, customer satisfaction is able to mediate promotion on repurchase interest.

Item Type: Thesis (Other)
Additional Information: Perkembangan dunia bisnis diseluruh negara sangat pesat, menyebabkan adanya dampak persaingan perusahaan. Persaingan perusahaan yang padat seperti halnya persaingan produk oli motor di industri otomotif. Tujuan penelitian ini untuk mengetahui pengaruh kualitas produk promosi terhadap kepuasan pelanggan sebagai mediasi dan keputusan untuk minat beli ulang. Populasi dalam penelitian ini adalah pengambilan sampel menggunakan teknik purposive sampling sehingga diperoleh sampel sebanyak 100 responden. Data dalam penelitian ini adalah data primer berupa kuesioner melalui google form. Metode analisis yang digunakan adalah analisis regresi linier berganda. Hasil penelitian ini menunjukkan data yang didapat serta hasil analisis yang telah dilakukan oleh peneliti dapat disimpulkan bahwa terdapat pengaruh antara kualitas produk dan promosi terhadap minat beli ulang, kepuasan pelanggan tidak berpengaruh positif terhadap minat beli ulang. Kepuasan pelanggan tidak mampu memediasi pengaruh kualitas produk terhadap minat beli ulang, kepuasan pelanggan mampu memediasi promosi terhadap minat beli ulang.
Uncontrolled Keywords: product quality, promotion, customer satisfaction, repurchase interest
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Wisudawan S1
Date Deposited: 04 Jul 2023 01:58
Last Modified: 04 Jul 2023 01:58
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/1031

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