PENGARUH PRODUCT QUALITY DAN ONLINE PROMOTION TERHADAP CUSTOMER STATISFACTION DENGAN CUSTOMER VALUE SEBAGAI VARIABEL MEDIASI ( Study Kasus Pada UMKM Madu Kembang Harum Kabupaten Batang )

Imamah, Nurul (2023) PENGARUH PRODUCT QUALITY DAN ONLINE PROMOTION TERHADAP CUSTOMER STATISFACTION DENGAN CUSTOMER VALUE SEBAGAI VARIABEL MEDIASI ( Study Kasus Pada UMKM Madu Kembang Harum Kabupaten Batang ). Other thesis, STIE Bank BPD Jateng.

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Abstract

The object of this research is limited to honey products produced by UMKM Kembang Harum in Batang Regency. This study aims to determine the effect of product quality and online promotion on customer satisfaction through customer value. The research sample consisted of 100 consumers who bought honey at the Madu Kembang Harum UKM, Batang Regency, using a sampling technique, namely purposive sampling, which is a sampling technique with established criteria including: consumers who were used as respondents were at least 17 years old, had ever bought honey at UMKM Madu Kembang Harum, Batang Regency at least 2 times and domiciled in Batang Regency. The data analysis method used for hypothesis testing is Partial Least Square (PLS) which will be operated using the Smart PLS program. The results of the study show that product quality has a positive and significant effect on customer satisfaction. Online promotion | has a positive and significant effect on customer satisfaction. Product quality | has a positive and significant effect on customer value. Online promotion | has a positive and significant effect on customer value. Customer value | has a positive and significant effect on customer satisfaction. Product quality | has a positive and significant effect on customer satisfaction mediated by customer value. And online promotion | has a positive and significant effect on customer satisfaction mediated by customer value. Keywords: product quality, online promotion, customer satisfaction and customer value

Item Type: Thesis (Other)
Additional Information: Obyek dalam penelitian ini dibatasi pada produk madu yang diproduksi UMKM Kembang Harum yang berada di Kabupaten Batang. Penelitian ini bertujuan untuk mengetahui pengaruh product queality dan online promotion terhadap cuestomer satisfaction melalui cuestomer value. Sampel penelitian sebanyak 100 konsumen yang membeli madu pada UMKM Madu Kembang Harum Kabupaten Batang, dengan menggunakan teknik pengambilan sampel yaitu purposive sampling merupakan teknik mengambil sampel dengan kriteria yang ditetapkan meliputi : konsumen yang dijadikan responden minimal berusia 17 tahun, Pernah membeli madu pada UMKM Madu Kembang Harum Kabupaten Batang minimal sebanyak 2 kali dan berdomisili di Kabupaten Batang. Metode analisis data yang digunakan untuk pengujian hipotesis yaitu Partial Least Square (PLS) yang akan dioperasikan dengan memakai program Smart PLS. Hasil penelitian menunjukkan product quality |berpengaruh posittif daan siggniffikan terhadap customer satisfaction. Online promotion |berpengaruh posittif daan siggniffikan terhadap customer satisfaction. Product quality |berpengaruh posittif daan siggniffikan terhadap customer value. Online promotion |berpengaruh posittif daan siggniffikan terhadap customer value. Customer value |berpengaruh posittif daan siggniffikan terhadap customer satisfaction. Product quality |berpengaruh posittif daan siggniffikan terhadap customer satisfaction dengan dimediasi oleh customer value. Dan online promotion |berpengaruh posittif daan siggniffikan terhadap customer satisfaction dengan dimediasi oleh customer value.
Uncontrolled Keywords: product queality, online promotion, cuestomer satisfaction dan cuestomer value.
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: 30 Aug 2023 08:20
Last Modified: 30 Aug 2023 08:20
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/1296

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