PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA OPERATOR SELULER SMARTFREN DI PALEMBANG

OKTARIANSYAH, DIMAS and Nazaruddin, Akhmad and Nailis, Welly (2020) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA OPERATOR SELULER SMARTFREN DI PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Dimas Oktariansyah, Drs. H. A. Nazaruddin, M.M., Welly Nailis, S.E, M.M. Penelitian ini ditujukan untuk mengetahui adanya pengaruh variabel Kualitas Pelayanan yang terdiri dari tangible (X1), reliability (X2), responsiveness (X3), assurance (X4) dan emphaty (X5) terhadap keputusan pelanggan operator seluler Smartfren di Kota Palembang. Survei dilakukan dengan menyebarkan 100 kuesioner kepada pengguna operator seluler Smartfren di kota Palembang. Pelayanan dari operator seluler smartfren yang menjadi objek adalah pelayanan dari staff karyawan Smartfren dalam hal memenuhi keinginan pelanggan serta menjalankan prosedur dengan baik. Teknik analisis data yang digunakan adalah analisis kuantitatif yang meliputi uji signifikansi simultan, uji parsial dan analisis regresi berganda. Hasil penelitian menunjukan bahwa secara simultan Kualitas Pelayananberpengaruh positif dan signifikan terhadap keputusan pelanggan Operator seluler Smartfren di Kota Palembang. Hasil penelitian secara parsial variabel responsiveness (X3) dan emphaty (X5) berpengaruh positif dan signifikan tehadap keputusan pelanggan. Variabel Kualitas Pelayananyang berpengaruh dominan terhadap keputusan pembelian sampo Clear Men di Kota Palembang adalah emphaty Kata kunci: Kualitas Pelayanan, Tangible, Reliability, Responsiveness, Assurance, Emphaty, Keputusan Pelanggan THE EFFECT OF QUALITY OF SERVICE ON DECISIONS SMARTFREN MOBILE OPERATOR CUSTOMERS IN PALEMBANG By: Dimas Oktariansyah, Drs. H. A. Nazaruddin, M.M., Welly Nailis, S.E, M.M. This research is intended to determine the influence of service quality variables consisting of tangible (X1), reliability (X2), responsiveness (X3), assurance (X4) and emphaty (X5) on the decision of Smartfren mobile operator customers in Palembang. The survey was conducted by distributing 100 questionnaires to Smartfren mobile operator users in Palembang. Service from smartfren mobile operator that becomes the object is the service of Smartfren employee staff in terms of fulfilling customers' wishes and carrying out procedures properly. The data analysis techniques used are quantitative analysis which includes simultaneous significance tests, partial tests and multiple regression analysis. The results showed that simultaneously the quality of service has a positive and significant effect on the decision of Smartfren mobile operator customers in Palembang. The results of the study partially variable responsiveness (X3) and emphaty (X5) have a positive and significant effect on customer decisions. Variable Quality of Service that has the dominant effect on the decision to purchase Clear Men shampoo in Palembang is emphaty Keyword: Service Quality, Tangible, Reliability, Responsiveness, Assurance, Emphaty, Customer Decision

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	kualitas pelayanan, keputusan pembelian
Subjects:	Z Bibliography. Library Science. Information Resources > Z1003-1003.5 Choice of books. Books and reading. Book reviews
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 9935 not found.
Date Deposited:	29 Mar 2021 04:15
Last Modified:	29 Mar 2021 04:15
URI:	http://repository.unsri.ac.id/id/eprint/40269

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