Analisis Pengaruh Persepsi Harga Kualitas Produk Physical Evidence Terhadap Kepuasan Konsumen dan Keputusan Pembelian sebagai Variabel Intervening pada Kelompok Ternak Sumber Jaya di Dusun Pilanggot Desa Wonokromo Kecamatan Tikung Kabupaten lamongan (Analysis of the Effect of Price Perception on Physical Evidence Product Quality on Consumer Satisfaction and Purchase Decisions as Intervening Variables in the Sumber Jaya Livestock Group in Pilanggot Hamlet, Wonokromo Village, Tikung District, Lamongan Regency)

Putera, Kharisma Bintang Eka (2022) Analisis Pengaruh Persepsi Harga Kualitas Produk Physical Evidence Terhadap Kepuasan Konsumen dan Keputusan Pembelian sebagai Variabel Intervening pada Kelompok Ternak Sumber Jaya di Dusun Pilanggot Desa Wonokromo Kecamatan Tikung Kabupaten lamongan (Analysis of the Effect of Price Perception on Physical Evidence Product Quality on Consumer Satisfaction and Purchase Decisions as Intervening Variables in the Sumber Jaya Livestock Group in Pilanggot Hamlet, Wonokromo Village, Tikung District, Lamongan Regency). Masters thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Kunci utama suatu perusahaan agar dapat memenangkan persaingan adalah dengan memberikan nilai dan kepuasan kepada konsumen melalui harga dan kualitas produk yang berkualitas dengan memberikan pelayanan secara maksimal. Adapun tujuan dalam penelitian ini adalah untuk membuktikan dan menganalisis pengaruh persepsi harga, kualitas produk, physical evidence terhadap kepuasan konsumen dan keputusan pembelian sebagai variabel intervening. Desain penelitian ini adalah penelitian asosiatif dengan pendekatan kuantitatif. Tujuan penelitian ini adalah untuk menguji pengaruh persepsi harga, kualitas produk, physical evidence, terhadap kepuasan konsumen dan keputusan pembelian sebagai variabel intervening Sumber Jaya. Dengan jumlah responden 60 konsumen sapi potong di Sumber Jaya dengan menggunakan teknik slovin. Data dikumpulkan pada tahun 2021 menggunakan kuisioner dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian ini membuktikan bahwa persepsi harga, kualitas produk physical evidence berpengaruh positif terhadap keputusan pembelian serta kepuasan konsumen. Variabel yang tidak signifikan adalah variabel kualitas produk terhadap kepuasan konsumen dan variabel physical evidence terhadap kepuasan konsumen. Temuan ini membuktikan bukti empiris bahwa sangat penting untuk memperhatikan kepuasan konsumen agar bisa melakukan pembelian kembali di Sumber Jaya.

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