PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN SERTA DAMPAKNYA PADA LOYALITAS KONSUMEN OVO (SURVEI PADA KONSUMEN OVO DI JAKARTA)

CHRISTINA, CINTYA (2019) PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN SERTA DAMPAKNYA PADA LOYALITAS KONSUMEN OVO (SURVEI PADA KONSUMEN OVO DI JAKARTA). S1 thesis, Universitas Negeri Jakarta.

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Abstract

Cintya Christina, 2019; The Influence of Price and Service Quality On Consumers Satisfaction and Its Impact On Loyalty of OVO Consumers (Survey of OVO Consumers in Jakarta). Thesis, Jakarta: Management Concentration Marketing, Management Studies Program, Management Department, Faculty of Economics, Jakarta State University. The purpose of this research are: 1) To know the positive influence of price toward OVO consumer satisfaction in Jakarta. 2) To know the positive influence of quality service toward OVO consumer satisfaction in Jakarta. 3) To know the positive influence of consumer satisfaction toward OVO consumer loyalty in Jakarta. 4) To know the positive influence of price toward OVO consumer loyalty in Jakarta. 5) To know the positive influence of quality service toward OVO consumer loyalty in Jakarta. The analysis done in this research is descriptive and explanatory analysis. The research was conducted with 200 consumers of OVO, while data collection technique was done by distributing questionnaires, which then processed using SPSS 22 and Lisrel 8.7. The result of analysis showed that: 1) Price has the positive influence toward OVO consumer satisfaction in Jakarta. 2) Quality service has the positive influence toward OVO consumer satisfaction in Jakarta. 3) Consumer satisfaction has the positive influence toward OVO consumer loyalty in Jakarta. 4) Price has the positive influence toward OVO consumer loyalty in Jakarta. 5) Quality service has the positive influence toward OVO consumer loyalty in Jakarta. All four variables have a positive relationship indicating the improvement of one other variable to be better too. Keyword: Price, Service Quality, Consumer Satisfaction, Consumer Loyalty

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