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Analisis Pengaruh Harga, Kualitas Produk, dan Marketing Online Terhadap Keputusan Pembelian Serta Pengaruhnya Pada Kepuasan Konsumen (Studi Penelitian Terhadap Produk Pakaian Anak Pada Zahra Baby shop)

The Influence Analysis Of Price, Quality Products, And Online Marketing Towards Decisions Purchase And Effect On Customer Satisfaction (Research Study Against Children Clothing Products in Zahra Baby Shop)

2014
Master Theses from JBPTUNIKOMPP / 2014-10-31 15:37:50
By : Nia Wati NIM.6110111050, Perpustakaan UNIKOM
Created : 2014-10-31, with 10 files

Keyword : Harga, Kualitas Produk, Marketing Online, Keputusan Pembelian, Kepuasan Konsumen
Url : http://alumni.unikom.ac.id

Pada era teknologi dan ketatnya persaingan banyak cara dilakukan orang-orang yang berkerja sebagai wirausaha dalam mengembangkan dan memasarkan produk dan jasa mereka, salah satunya adalah dengan cara bisnis online. Salah satu bisnis online yang kini banyak dilakukan oleh para pelaku bisnis online adalah online shop. Salah satu online shop yang kini sedang berkembang kurang lebih sekitar 2 tahun adalah Zahra Baby Shop, yang menjual beragam produk pakaian anak. Namun, karena ketatnya persaingan bisnis melalui online shop ini menyebabkan Zahra Baby Shop mengalami penurunan penjualan pada tahun 2013. Tujuan diadakannya penelitian ini adalah untuk mengetahui bagaimana tanggapan responden terhadap harga, kualitas produk, marketing online, keputusan pembelian, dan kepuasan konsumen. Lalu apakah terdapat hubungan antara harga dengan kualitas produk, kualitas produk dengan marketing online, serta harga dengan marketing online. Kemudian apakah variabel harga, kualitas produk, dan marketing online berpengaruh secara parsial dan simultan terhadap keputusan pembelian (substruktur I); dan terakhir apakah variabel harga, marketing online, dan keputusan pembelian berpengaruh secara parsial dan simultan terhadap kepuasan konsumen (substruktur II). Metode penelitian ini menggunakan metode deskriptif analisis, yaitu berupa analisis kualitatif, analisis kuantitatif (uji validitas, uji reliabilitas, uji normalitas&linearitas, dan uji asumsi klasik), analisis jalur, analisis regresi linear berganda, analisis korelasi, dan pengujian hipotesis, dengan menggunakan program SPSS 18, disertai dengan jumlah responden 100 orang. Dari hasil pengolahan data didapatlah hasil, bahwa tanggapan responden terhadap harga cukup baik; kemudian kualitas produk, marketing online, keputusan pembelian, dan kepuasan konsumen berada dalam kategori baik. Terdapat hubungan antara harga dengan kualitas produk sebesar 0,122; kualitas produk dengan marketing online sebesar 0,406, serta harga dengan marketing online sebesar 0,442. Kemudian variabel harga, kualitas produk, dan marketing online berpengaruh secara parsial masing-masing sebesar 0,090, 0,204, dan 0,313. dan simultan terhadap keputusan pembelian sebesar 0,495 (substruktur I); dan terakhir variabel harga, marketing online, dan keputusan pembelian berpengaruh secara parsial masing-masing sebesar 0,402, 0,206, dan 0,401 dan simultan terhadap kepuasan konsumen sebesar 0,354 (substruktur II).

Description Alternative :

In the era of technology and competition, people who work as entrepreneur do many ways to develop and market their products or services; one of ways is by doing online business. One of online business which is getting developed is online shop. Zahra Baby Shop is an online shop which has developed in 2 years lately, and sold variety of children's clothing products. However, due to the more increasing competition in online shop, Zahra Baby Shop sales get decrease in 2013. This research is purposed to find out the response of customers towards price, quality of product, online marketing, purchase decision, and customer’s satisfaction; to find out the correlation between price and quality of product, quality of product and online marketing, price and online marketing; to find out the influence of price, quality of product, online marketing towards purchase decision (sub structure I), both partially and simultaneously; to find out the influence of price, online marketing, and purchase decision towards customer’s satisfaction (sub structure II), both partially and simultaneously. The method used in this research is descriptive method by using qualitative analysis, quantitative analysis (validity, reliability, normality, linearity, and classic assumption tests), path analysis, multiple linear regression analysis, correlation analysis, and hypothesis test, using software SPSS 18 for windows with 100 respondents. The result of this research shows that the customer’s responses towards price is in enough category; and then quality of product, online marketing, purchase decision, and customer’s satisfaction are in good category. The correlation between price and quality of product is 0.122; quality of product and online marketing is 0.406; price and online marketing is 0.442. The influence of price, quality of product, online marketing towards purchase decision partially is 0.090, 0.204, 0.313, simultaneously is 0.495 (sub structure I). The influence of price, online marketing, and purchase decision towards customer’s satisfaction partially is 0.402, 0,206, 0.401, simultaneously is 0.354 (sub structure II).

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