PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN YANG BERDAMPAK PADA KEPUASAN PELANGGAN
DOI:
https://doi.org/10.22441/indikator.2020.v4i1.005Kata Kunci:
Kualitas Produk, Citra Merek, Keputusan Pembelian, Kepuasan PelangganAbstrak
Abstrak. Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh antara kualitas produk dan citra merek dan keputusan pembelian serta implikasinya terhadap kepuasan pelanggan di PT Bumi Kaya Steel Industries. Metode penelitian yang digunakan adalah dengan metode survey dengan menyebarkan kuesioner kepada 115 pelanggan PT.Bumi Kaya Steel Industries. Alat yang digunakan untuk menganalisis data adalah program Statistical Package for Social Studies (SPSS) ver.23, sementara metode analisis menggunakan Analisis Jalur dan hasilnya menunjukkan bahwa kualitas produk dan citra merek berpengaruh signifikan terhadap keputusan pembelian serta mempunyai implikasi positif terhadap kepuasan pelanggan PT.Bumi Kaya Steel Industries. Nilai koefisien korelasi positif dengan interpretasi tingkat hubungan kuat.
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