ANALISIS PENGARUH PRODUCT QUALITY, PERCEIVED QUALITY, PERCEIVED VALUE DAN PROMOTION TERHADAP KEPUASAN PELANGGAN

Nur Hidayat Dwi Santoso, Dr. John Suprihanto, M.Soc.Sc.

2012 | Tesis | S2 Magister Manajemen

Tujuan dari penelitian ini yaitu mencari faktor apa yang paling berpengaruh terhadap kepuasan pelanggan Kartu As. Fighting brand dari Telkomsel yang tingkat complain pelanggannya meningkat ditengah ketatnya persaingan di industri telekomunikasi Penelitian ini membahas tentang pengaruh product quality, perceived quality, perceived value dan promotion sebagai variabel independen terhadap kepuasan pelanggan Kartu As sebagai variabel dependen. Dimana survey melibatkan 100 responden dari pelanggan Kartu As dengan metode sampel menggunakan purposive sampling. Dari hasil penelitian membuktikan bahwa keempat variabel independen (product quality, perceived quality, perceived value dan promotion) memiliki pengaruh yang signifikan terhadap variabel dependen (kepuasan pelanggan) yang ditunjukkan dengan persamaan regresi linear berganda : CUS= 0.582 + 0.186PRQ + 0,146PEQ + 0,180PEV + 0.397PRO + error Dengan kemampuan tingkat menjelaskan variabel independen (product quality, perceived quality, perceived value dan promotion) mencapai 74.7% terhadap kepuasan pelanggan.

The aim of this research study is to find out the most important factors that affect to customer satisfaction to the Kartu As customers. Which level of complaint increase during the price war in this hyper competition industry. This paper discusses the relationship between product quality, perceived quality, perceived value and promotion with customer satisfaction that involve 100 respondent from Kartu As with purposive sampling methods The study concluded that four independent variables have significant impact to customers satisfaction, that shows on multiple linear regression equation: CUS= 0.582 + 0.186PRQ + 0,146PEQ + 0,180PEV + 0.397PRO + error With level of explanation of independent variable to dependent variable achieve 74.7%.

Kata Kunci : Kartu As, Kepuasan Pelanggan, Product Quality, Perceived Quality, Perceived Value, Promotion dan Regresi Linear Berganda