ANALYSIS OF PRICE AND QUALITY OF
CUSTOMER SATISFACTION LEVEL (A Study on User KAI Commuter In Bekasi)
SCIENTIFIC WRITING SEMINAR
Asked to complete the
requirements to achieve the title
Equivalent to a Bachelor of
Management Department Strata One
Faculty of Economics, University
Gunadarma
Name: Muhammad Nasrul Umam
NPM: 14211908
Management major
Supervisor: S. Tiwi Anggraeni,
SE., MM
FACULTY OF ECONOMICS
UNIVERSITY GUNADARMA
JAKARTA
2015
ABSTRACT
Muhammad Nasrul Umam,
14211908 ANALYSIS OF PRICE AND QUALITY OF CUSTOMER SATISFACTION LEVEL (A Study
on User KAI Commuter In Bekasi) ", (xi + 47 pages + Appendix), 2015.
Keywords: Quality Service,
Price, Customer Satisfaction.
The purpose of a
business is to create customers who are satisfied. The creation of customer
satisfaction or customer can provide benefits, including the relationship
between the company and its customers to be harmonious, provide a good
foundation creation of customer loyalty or customer, and form a rekumendasi of
mouth (word-of-mouth) that is profitable for the company. The main key to win
the competition is to deliver value and satisfaction to customers through the delivery
of quality products and services at competitive prices. Therefore, this study
aimed to determine the effect of price and service to satisfaction.
The method used is
qualitative with questionnaires. The population in this study is the KAI
Commuter service users in Bekasi, with a sample of 100 respondents. The
analytical tool used is the analysis of Test Instruments, Classical Assumption
Test, and Multiple Linear Regression, with the help of SPSS to process the test
calculations. From these results, stating that customer satisfaction is
influenced by the price and quality of service significantly. Price becomes a
variable that has the greatest influence.
Bibliography
(2006-2014)
TABLE
OF CONTENTS
Title
page................................................................................................................... i
Originality
sheet......................................................................................................... ii
Validity
sheet............................................................................................................. iii
Abstract....................................................................................................................iv
Foreword..................................................................................................................v
Table
of contents.......................................................................................................vii
List
of Tables.......................................................................................................... ..ix
List
of Figures............................................................................................................x
Appendix
List........................................................................................................... xi
CHAPTER I ... PRELIMINARY
1.1
Background..........................................................................1
1.2
Problem Formulation............................................................ 2
1.3
Limitation Problem............................................................... 2
1.4
Purpose............................................................................... 3
1.5
Benefits of Research............................................................ 3
1.6
Research Model and
Hypotheses......................................... 3
CHAPTER II... THEORETICAL
BASIS
2.1
Marketing............................................................................. 5
2.1.1
Definition and Concept
Marketing Strategy............ ....5
2.1.2
Strategy customer
satisfaction / customer................... 8
2.2
Services and Prices............................................................. 19
2.2.1
Services...................................................................19
2.2.2
Price........................................................................22
2.3
Assessment Similar
research................................................ 25
CHAPTER III. RESEARCH
METHODS
3.1
Object of research............................................................... 29
3.2
Data or Variables..................................................................29
3.3
Data Collection
Techniques.................................................. 29
3.4
Variable and
Measurement................................................... 30
3.5
Test Instruments and
Results................................................ 30
CHAPTER IV. DISCUSSION
4.1
Data and Research
Object Profile...................................... 34
4.1.1
Company History....................................................34
4.1.2
Sample and Respondent
Characteristics................. 34
4.2
Results and Analysis.......................................................... 36
4.2.1
Test Instruments..................................................... 36
4.2.2
Classical Assumption
Test...................................... 38
4.2.3
Regression Analysis................................................41
4.2.4
Correlation Analysis...............................................44
4.2.5
Summary of Research.............................................45
CHAPTER V... CONCLUSION AND SUGGESTION
5.1
Conclusion.......................................................................... 47
5.2
Suggestions......................................................................... 47
BIBLIOGRAPHY
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