Pengaruh Country Of Origin, Harga dan Persepsi Kualitas Terhadap Kepuasan dan Loyalitas Pelanggan Toko Della Collection Medan

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh country of origin, harga dan persepsi kualitas terhadap kepuasan dan loyalitas pelanggan toko della collection medan Teori yang digunakan adalah Manajemen Pemasaran mengenai country of origin, harga dan persepsi kualitas serta Perilaku Konsumen. Jenis penelitian adalah penelitian deskriptif kuantitatif. Populasi berjumlah 3600 orang. Penentuan ukuran sampel menggunakan teknik purposive sampling dan rumus Slovin, dengan error tolerance = 10%, sehingga diperoleh sampel sebanyak 98 responden. Data penelitian dikumpulkan melalui wawancara, daftar pertanyaan dan studi dokumentasi. Teknik analisis data pada penelitian ini menggunakan analisis regresi berganda pada taraf signifikansi = 0,05 dan path analysis. Hasil penelitian pada persamaan struktural pertama menunjukkan bahwa country of origin, harga dan persepsi kualitas berpengaruh positif dan signifikan terhadap loyalitas pelanggan, serta country of origin, harga dan persepsi kualitas berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Pada persamaan struktural kedua menunjukkan bahwa country of origin, harga, persepsi kualitas dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Berdasarkan pengaruh langsung diketahui bahwa country of origin, harga dan persepsi kualitas berpengaruh positif dan signifikan terhadap loyalitas pelanggan, Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, serta country of origin, harga dan persepsi kualitas berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Berdasarkan pengaruh tidak langsung diketahui bahwa country of origin, harga dan persepsi kualitas berpengaruh positif dan signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan.

The purpose of this study was to determine and analyze the influence of country of origin, price and quality perception on customer satisfaction and loyalty of the della collection store field Theory used was Marketing Management regarding country of origin, price and perceived quality and Consumer Behavior. This type of research is quantitative descriptive research. The population is 3600 people. Determination of sample size using purposive sampling techniques and Slovin formula, with error tolerance = 10%, so that a sample of 98 respondents was obtained. Research data were collected through interviews, questionnaires and study documentation. Data analysis techniques in this study used multiple regression analysis at the significance level = 0.05 and path analysis. The results of the research on the first structural equation show that country of origin, price and perceived quality have a positive and significant effect on customer loyalty, and country of origin, price and perceived quality have a positive and significant effect on customer satisfaction. The second structural equation shows that country of origin, price, perceived quality and customer satisfaction have a positive and significant effect on customer loyalty. Based on the direct effect, it is known that country of origin, price and perceived quality have a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and country of origin, price and perceived quality have a positive and significant effect on customer satisfaction. Based on the indirect effect, it is known that country of origin, price and perceived quality have a positive and significant effect on customer loyalty through customer satisfaction.