NAINGGOLAN, AMELIA POETRI (2021) ANALISIS PENGARUH KUALITAS LAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PT. INTRACO PENTA WAHANA CABANG SURABAYA. Masters thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The level of intense competition between companies causes companies to really think about the right strategy in dealing with this competition by looking for creative and innovative solutions in order to win the competition. This study aims to prove and analyze the effect of service quality, price, and promotion on repurchase decisions with customer satisfaction as an intervening variable. This research is categorized as explanatory research, that is, using a casual research between variables through hypothesis testing using saturated sample techniques, because all members of the population are studied. Data collection is using questionnaires, interviews and observation. Data collection took place in 2020 and subsequently analyzed technique used Partial Least Square (PLS). The research object is customers PT. Intraco Penta Wahana Office as the heavy construction equipment branch Surabaya in East Java. The results in this study show that: (1) service quality has a positive but not significant effect on customer satisfaction; (2) service quality has a positive and significant effect on repurchase decisions; (3) parga has a negative but significant effect on customer satisfaction; (4) price has a negative but significant effect on repurchase decisions; (5) promotion has a positive and significant effect on customer satisfaction; (6) promotion has a positive and significant effect on repurchase decisions; (7) customer satisfaction has a positive but not significant effect on Repurchase decisions. Keywords: Service Quality, Price, Promotion, Costumers Satisfaction, Repurchase Decisions.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Service Quality, Price, Promotion, Costumers Satisfaction, Repurchase Decisions. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Magister Manajemen |
| Depositing User: | Unnamed user with email zainulfarid@icloud.com |
| Date Deposited: | 22 Dec 2023 12:11 |
| Last Modified: | 22 Dec 2023 12:11 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/28623 |
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