ANALISIS PENGARUH KUALITAS PRODUKTERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMENSEBAGAI VARIABEL INTERVENING PADA MAKANAN CEPAT SAJI (POPEYE)

Ukania, Ika and Moh., Rifqi Khairul Umam, S.E.,MM (2017) ANALISIS PENGARUH KUALITAS PRODUKTERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMENSEBAGAI VARIABEL INTERVENING PADA MAKANAN CEPAT SAJI (POPEYE). skripsi thesis, IAIN Surakarta.

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Abstract

ABSTRACT The aim of this study was to determine the influence of product quality and satisfactionas the mediation toward loyalty.The population of this study was all student of Department Economy and Business Surakarta The technique of taking sample was purposive sampling from 96 respondent..The endogenous variables is customer loyalty (Y). The exogenous variable isproduct quality (X1) and customer satisfaction (Z) as the intervening variable. The method used is quantitative research method. For the method of data analysis using Path Analyzewith IBM SPSS 21.0 The result of this study showed that partially product quality (X1) has positive significant toward customer satisfaction (Z)) has showed on significance 0.012 < 0.05. Customer Satisfaction (Z) also has positive significant toward customer loyalty (Y)has showed on significance 0.020<0.05. Product quality (X1) has positive significant toward customer loyalty (Y) has showed on significance 0..33<0.05. While customer satisfaction gives impact toward two variables product quality and customerloyalty as the intervening variable has showed on 49.25 > 1.98. Keywords: Product quality, customer loyalty, customer satisfaction. ABSTRAK Tujuandaripenelitianiniadalahuntukmengetahuipengaruhkualitasprodukterhadaployalitasmelaluikepuasansebagaivariableinterveningpadamakanancepatsajipopeye.Objekpenelitianiniadalahmahasiswa FEBI IAIN Surakarta. Teknikpengambilansampelmenggunakanpurposive samplingdandiperolehsampelpenelitiansebanyak 96 responden. Variabeldependen (Y) daripenelitianiniadalahloyalitasVariabeleksogen (X) meliputi: kualitasproduk (X1) dankepuasan konsumen (Z) sebagaivariabel intervening. Metodeanalisis data denganmenggunakananalisisjalurpath. Sedangkanuntukolah data denganmenggunakanAnalisisjalurdengan IBM SPSS 21.0 Hasil penelitian ini menunjukkan bahwa secara parsial variabelkualitas produk (X1)berpengaruhsignifikanterhadapkepuasan (Z) ditunjukkan dengan nilai signifikansi 0.012 < 0.05. Kepuasan (Z) berpengaruhsignifikanterhadaployalitas (Y) ditunjukkan dengan nilai signifikansi 0.020 <0.05 .Kualitasproduk (X1) berpengaruhsignifikanterhadaployalitas (Y) ditunjukkan dengan nilai signifikansi 0.033 < 0.05. Kepuasanmampumemberikandampak intervening kepada 2 variabelkualitas produkdanloyalitas sebanyak 49,25> 1,98. Keywords: Kualitasproduk, loyalitas konsumen, kepuasan konsumen.

Item Type: Thesis (skripsi)
Subjects: 300 Ilmu Sosial > 330 Economics
300 Ilmu Sosial > 330 Economics > 338 Production
Divisions: Fakultas Ekonomi dan Bisnis Islam > Manajemen Syariah
Depositing User: Maha siswa
Date Deposited: 28 Mar 2018 01:11
Last Modified: 28 Mar 2018 01:11
URI: http://eprints.iain-surakarta.ac.id/id/eprint/1710

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