Analisis Pengaruh Kualitas Layanan, Kualitas Produk, Dan Harga Terhadap Loyalitas Pelanggan Dengan Variabel Mediasi Kepuasan Pelanggan Pada Produk Handphone Samsung Di Palembang

Berlian, Marco (2015) Analisis Pengaruh Kualitas Layanan, Kualitas Produk, Dan Harga Terhadap Loyalitas Pelanggan Dengan Variabel Mediasi Kepuasan Pelanggan Pada Produk Handphone Samsung Di Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aimed to prove the effect of quality of service, product quality, and price to customer loyalty with customer satisfaction mediating variables on Samsung mobile products in Palembang. The population in this study are all the customers or users of the Samsung mobile phone. Used as a sample of 100 respondents and using purposive technique side. Hypothesis testing using multiple regression analysis with SPSS ver. 17.0. This study uses analysis of the validity, reliability, classic assumption test, simple regression analysis, Hierarchical Regression Analysis (HRA), testing regression coefficient (R square), correlation, t-test, and F-test. Based on t -test, the results showed that the only variable service quality and significant positive effect on customer satisfaction Samsung mobile phone, while the variable quality of the product and the price does not affect the customer satisfaction of Samsung mobile phones. In addition, the results also showed only variable proven customer satisfaction as mediating variables (intervening) that mediate variable to variable service quality customer loyalty Samsung mobile phone, while a variable customer satisfaction is not proven as a mediating variable (intervening) that mediates between the variable quality of the product and price to customer loyalty Samsung mobile phone.

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