Pengaruh Kualitas Produk, Citra Merek, dan Persepsi Harga Terhadap Kepuasan Pelanggan Serta Dampaknya Terhadap Loyalitas Pelanggan

Abstrak Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas produk, citra merek dan persepsi harga terhadap kepuasan pelanggan serta dampaknya terhadap loyalitas pelanggan. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomika dan Bisnis Universitas Stikubank Semarang, peneliti mengambil sampel sebanyak 100 responden menggunakan teknik purposive sampling dengan kriteria responden sudah menggunakan sepeda motor matic Honda minimal 1 tahun pemakaian. Analisis data yang digunakan adalah regresi linier berganda dengan batuan program SPSS 21. Hasil penelitian menunjukan bahwa kualitas produk tidak berpengaruh signifikan terhadap kepuasan pelanggan, citra merek tidak berpengaruh signifikan terhadap kepuasan pelanggan, persepsi harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pelanggan, citra merek tidak berpengaruh signifikan terhadap loyalitas pelanggan, persepsi harga tidak berpengaruh signifikan terhadap loyalitas pelanggan dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kata Kunci: Kualitas Produk; Citra Merek; Persepsi Harga; Kepuasan Pelanggan dan Loyalitas Pelanggan. Abstract This study aims to examine and analyze the effect of product quality, brand image and price perception of customer satisfaction and its impact on customer loyalty. The population in this study were students of the Faculty of Economics and Business at Stikubank Semarang University, researchers took a sample of 100 respondents using purposive sampling technique with the criteria for respondents already using Matic Honda motorbikes at least 1 year of use. The data analysis used is multiple linear regression with the SPSS 21 program rock. The results of the study indicate that the quality of the product does not have a significant effect on customer satisfaction, the brand image does not have a significant effect on customer satisfaction, the price perceptions have a positive and significant effect on customer satisfaction, product quality has a positive effect and significant to customer loyalty, the brand image does not have a significant effect on customer loyalty, thus, the price perception does not have a significant effect on customer loyalty and customer satisfaction has a positive and significant effect on customer loyalty. Keywords: Quality Of Products; Brand Image; Price Perceptions; Customer Satisfaction and Customer Loyalty