Riezky Amalia Nur Syafitri, Riezky and Edy Kusnadi Hamdun, Edy and Febri Ariyantiningsih, Febri (2024) Analisis Pengaruh Harga, Brand Image dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Dealer Honda Jaya Terang 1 Situbondo Dengan Minat Beli Sebagai Variabel Intervening. Jurnal Mahasiswa Entrepreneur (JME) FEB UNARS, 3 (5). pp. 1-13. ISSN 2964-8750 (Unpublished)
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Abstract
Riezky Amalia Nur Syafitri. NPM. 202013086. “Analisis Pengaruh Harga, Brand Image dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Dealer Honda Jaya Terang 1 Situbondo Dengan Minat Beli Sebagai Variabel Intervening”. Penelitian ini bertujuan untuk menguji pengaruh Harga, Brand Image dan kualitas pelayanan terhadap kepuasan konsumen. Penelitian ini tergolong kedalam penelitian kausalitas. Populasi dalam penelitian ini adalah konsumen Dealer Honda Jaya Terang I Situbondo. Pengambilan sampel dalam penelitian menggunakan purposive sampling. Analisis data dan pengujian hipotesis penelitian dengan menggunakan analisis Smart PLS (Partial Least Square). Hasil uji hipotesis pengaruh langsung menggunakan aplikasi Smart PLS 3.0, menunjukkan bahwa Harga berpengaruh positif namun tidak signifikan terhadap Minat Beli, Brand Image berpengaruh positif namun tidak signifikan terhadap Minat Beli, Kualitas Pelayanan berpengaruh signifikan positif terhadap Minat Beli, Harga berpengaruh signifikan positif terhadap Kepuasan Konsumen, Brand Image berpengaruh positif namun tidak signifikan terhadap Kepuasan Konsumen, Kualitas Pelayanan berpengaruh signifikan positif terhadap Kepuasan Konsumen, Minat Beli berpengaruh positif namun tidak signifikan terhadap Kepuasan Konsumen. hasil uji hipotesis tidak langsung menunjukkan variabel Harga berpengaruh negatif namun hartidak signifikan terhadap Kepuasan Konsumen melalui Minat Beli, Brand Image berpengaruh negatif namun tidak signifikan terhadap Kepuasan Konsumen melalui Minat Beli, Kualitas Pelayanan berpengaruh negatif namun tidak signifikan terhadap Kepuasan Konsumen melalui Minat Beli. Riezky Amalia Nur Syafitri. NPM. 202013086. "Analysis of the Influence of Price, Brand Image and Service Quality on Consumer Satisfaction at the Honda Jaya Terang 1 Situbondo Dealer with Purchase Interest as an Intervening Variable". This study aims to examine the influence of Price, Brand Image and service quality on consumer satisfaction. This research is classified as causality research. The population in this study is consumers of Honda Jaya Terang I Situbondo Dealers. Sampling in the study used purposive sampling. Data analysis and testing of research hypotheses using Smart PLS (Partial Least Square) analysis. The results of the direct influence hypothesis test using the Smart PLS 3.0 application, show that Price has a positive but not significant effect on Buying Interest, Brand Image has a positive but not significant effect on Buying Interest, Service Quality has a significant positive effect on Buying Interest, Price has a significant positive effect on Consumer Satisfaction, Brand Image has a positive but not significant effect on Consumer Satisfaction, Service Quality has a significant positive effect on Consumer Satisfaction, Buying Interest has a positive but not significant effect on Consumer Satisfaction. The results of the hypothesis test did not directly show that the Price variable had a negative but significant effect on Consumer Satisfaction through Buying Interest, Brand Image had a negative but not significant effect on Consumer Satisfaction through Buying Interest, Service Quality had a negative but not significant effect on Consumer Satisfaction through Buying Interest.
Item Type: | Article |
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Uncontrolled Keywords: | Harga; Brand Image; Kualitas Pelayanan; Minat Beli; Kepuasan Konsumen; |
Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HJ Public Finance |
Divisions: | Fakultas Ekonomi > S1 Manajemen |
Depositing User: | Riezky Amalia Nur Syafitri |
Date Deposited: | 24 Sep 2024 04:12 |
Last Modified: | 24 Sep 2024 04:12 |
URI: | http://repository.unars.ac.id/id/eprint/2602 |
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