ANALISIS KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DAN IMPLIKASINYA PADA KEPUASAN PELANGGAN PT. WILO PUMPS INDONESIA
DOI:
https://doi.org/10.22441/indikator.2019.v3i3.006Kata Kunci:
Product quality, Brand image, Purchase decision, Customer satisfactionAbstrak
Abstract. This study aims to examine and analyze the effect of product quality and brand image on purchase decision and the implication on customer satisfaction. This research was conducted at PT. Wilo Pumps Indonesia, a subsidiary company from WILO SE as a pump manufacture of Wilo brand. The research data uses primary and secondary data. Primary data is obtained through surveys with questionnaires distributes to 85 respondents who are customers of PT. Wilo Pumps Indonesia using stratified random sampling method. Secondary data is obtained from various sources such as books, journals and other published data. The analyst method uses path analysis using SPSS version 22. The results showed that product quality had a positive and significant influence on purchasing decision and customer satisfaction while the brand image had no effect on pruchasing decisions and customer satisfaction. In addition, the results of the study found that purchasing decisions have positive and significant influence on customer satisfaction.
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
This work is also licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
