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All Journal Jurnal Ilmiah Telaah Manajemen Proceeding SENDI_U
Sari, Diana Yunita
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Decision Sciences, Operations Research & Management Education

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PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, PROMOSI DAN LOKASI TERHADAP PROSES KEPUTUSAN PEMBELIAN KAPUR BARUS MEREK BAGUS (STUDI PADA KONSUMEN GIANT BSB SEMARANG) Sari, Diana Yunita; Tjahjaningsih, Endang; Hayuningtias, Kristina Anindita
Proceeding SENDI_U 2018: SEMINAR NASIONAL MULTI DISIPLIN ILMU DAN CALL FOR PAPERS
Publisher : Proceeding SENDI_U

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, persepsi harga, promosi dan lokasi terhadap keputusan pembelian produk kapur barus "BAGUS" (Studi pada konsumen Giant BSB Semarang).Populasi dalam penelitian ini adalah seluruh konsumen yang berbelanja di Giant BSB Semarang. Pengambilan sampel menggunakan teknik purposive sampling dan jumlah sampel yang diolah menjadi data penelitian sebanyak seratus responden. Data dianalisis dengan menggunakan model regresi linier berganda. Hasil penelitian menunjukkan bahwa kualitas produk dan lokasi memiliki pengaruh positif yang signifikan terhadap keputusan pembelian konsumen dari produk kapur barus "BAGUS". Sedangkan persepsi harga dan promosi tidak berpengaruh signifikan terhadap keputusan pembelian.
PERAN KEPUASAN PELANGGAN SEBAGAI MEDIASI DALAM MENINGKATKAN LOYALITAS PELANGGAN Tjahjaningsih, Endang; Sari, Diana Yunita
Jurnal Ilmiah Telaah Manajemen Vol 16 No 1 (2019): VOL. 16 NO. 1 2019
Publisher : Jurnal Ilmiah Telaah Manajemen

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Abstract

The phenomenon of the development of retail business types of supermarkets is becoming increasingly interesting because the fact is not all business people are able to survive optimally. To maintain survival, one way to do is always improve customer satisfaction. The purpose of this study is to develop and test the influence of company image and price perception in influencing satisfaction and its impact on customer loyalty, in order to win the supermarkets competition in Semarang. The sample used was 112 respondents at Giant Semarang Supermarket with a purposive sampling technique, showing data taken from specific targets. The results of the study resulted in a company's image and price perception positively affecting customer satisfaction and subsequently company image, price perception, and customer satisfaction positively affected customer loyalty. The results of the research prove the existence of a corporate image and the perception of image prices have a direct and indirect influence on loyalty by mediating by customer satisfaction, this shows that through corporate image and price perception can create satisfaction which will ultimately form customer loyalty. Keywords: company image, price perception, satisfaction and loyalty
Co-Authors Endang Tjahjaningsih Hayuningtias, Kristina Anindita