Analisis Pengaruh Kualitas Pelayanan, Promosi dan Citra Merek Terhadap Kepuasan Pelanggan; Sebuah Studi Pada Usaha Perhotelan di Kota Pangkalpinang

Penulis

  • Deri Kusmadeni STIKES ABDI NUSA PANGKALPINANG

Kata Kunci:

Pemasaran, Kualitas Pelayanan, Promosi, Citra Merek, Kepuasan Pelanggan

Abstrak

The purpose of this study is to measure the simultaneous and partially, the Effect of Service Quality, Promotion and Brand Image towards Customer Satisfaction.

The Service Quality is an evaluation of the customer's long-term observation by delivering of services in which company provides and the price is one of the determining factors in brand selection related to consumer buying decisions. Location of service facilities is one  of the  crucial factors that influence the success of a service, because the location potential market service providers, feeling happy or disappointed in someone who appears after comparing the performance (results) of the product that is thought of the expected performance. The data   analysis   used   in   this   study   is multiple regression analysis; and the result of the coefficient of determination (R2) is 0.753. In other word, it can be explain by 75.3% of the variation on Customer Satisfaction can be explained by variable Service Quality, Promotion and Brand Image. The other factors which is 24.7% comes from other factors outside off construction of this research. The results of the F-test obtained, where F-count 97.618 greater than F-table 2.70 on the significance of 0,000 <α (0.05). Thus, the hypothesis states that the variable Quality of Service, Promotion and Brand Image simultaneously has an ability to influence The Customer Satisfaction. Based on the T-test that the variable Service Quality, Promotion and Brand Image has an influence towards the Customer Satisfaction.

Referensi

. Alma, Buchari. 2007. Manajemen Pemasaran dan Pemasaran Jasa. Bandung : Alfabeta

. Arikunto, Suharsimi. 2009.Prosedur Penelitian Suatu Pendekatan Praktek,Rineka Cipta, Jakarta.

. Christopher H Lovelock dan Lauren K. Wright, 2007. Manajemen PemasaranJasa, Alih bahasa Agus Widyantoro, Cetakan Kedua, PT. Indeks, Jakarta.

. Ghozali, Imam. 2006. Aplikasi Analisis Multivariate dengan Program SPSS. Badan Penerbit Universitas Diponegoro

. Kotler, Philip, 2008, Dasar-Dasar Pemasaran, Penterjemah Hendra Teguh, Intermedia, Jakarta.

. Kotler, Philip & Garry Amstrong. 2008. Principle of Marketing. New Jersey: Prentice Hall Inc. Jakarta: Erlangga.

. Kotler Philip dan Amstrong, 2009, Prinsip-Prinsip Manajemen, Jilid 1 Edisi Kedelapan, Alih Bahasa Oleh Damos Sihombing, MBA., Penerbit Erlangga, Jakarta.

. Kotler, Philip and Kevin Lane Keller. 2008. Marketing Management. Twelfth Edition. New Jersey : Pearson Education, Inc. Alih Bahasa oleh Benyamin Molan, 2007. Jakarta : PT. Index.

. Kotler, Philip and Kevin Lane Keller. 2009. Marketing Management. Thirteenth Edition. Pearson Education, Inc. Alih Bahasa oleh Bob Sabran. 2009. Jakarta: Erlangga.

. Lingga Purnama, 2002. Prosedur Penelitian Suatu Pendekatan Praktik. PT. Rineka Cipta, Yogyakarta.

. Lupiyoadi, 2009, Manajemen Pemasaran Jasa (Teori dan Praktek), Salemba Empat, Jakarta.

. Manullang. 2004. Manajemen Pemasaran. Jakarta: Rajawali Gramedia Pustaka Utama.

. Manullang. 2008. Pengantar Bisnis. Edisi 1. Yogyakarta : Universitas Gajah Mada.

. Riduwan. 2009. Metode & Teknik Menyusun Proposal Penelitian. Alfabeta. Jakarta.

. Stanton, J. William, 2007, Manajemen Pemasaran, Alih Bahasa Basu Swastha DH dan Irawan, Erlangga, Jakarta.

. Surachmad, Winarno, 2008, Pengantar Penelitian Ilmiah, Tarsito, Bandung.

. Suprapto. 2013. Teori, Kuesioner & Analisis Data.

Cetakan Pertama. Yogyakarta:Graha Ilmu.

. Sugiyono, 2010.Metode Penelitian Bisnis. Bandung: Alfabeta.

. Swasta, Basu. 1996. Manajemen Pemasaran Modern. Yogyakarta: Liberty.

. Tjiptono, Fandy, 2008, Strategi Pemasaran, Andi Offset.

. Tjiptono, Fandy dan Diana, Amartavia 2008, Service, Quality, and Satisfaction, Yogyakarta, Andi Offset.

. Umar, Husein. 2006, Riset Pemasaran dan Perilaku Pelanggan, Jakarta, PT. Gramedia Pustaka Utama.

. Yamit, Zulian, 2006, Manajemen Produksi dan Operasi. Edisi Pertama, Penerbit Ekonisia Kampus Fakultas Ekonomi UII Yogyakarta.

. Zeithaml, Valerie.A. Leonard,L. And Dan Marry, J. Bitner 2000. Service Marketing: Integrating Customer Focus across The Firm.

Unduhan

Diterbitkan

01.04.2020

Cara Mengutip

Kusmadeni, D. (2020). Analisis Pengaruh Kualitas Pelayanan, Promosi dan Citra Merek Terhadap Kepuasan Pelanggan; Sebuah Studi Pada Usaha Perhotelan di Kota Pangkalpinang. JURNAL PROGRESIF MANAJEMEN BISNIS, 7(1), 7–14. Diambil dari https://e-jurnal.stie-ibek.ac.id/index.php/JIPMB/article/view/349