PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PENGGUNA VIVO SMARTPHONE DI KOTA BATAM
Kata Kunci:
Price; Product Quality; Satisfaction.Abstrak
The use of smartphone based on the operating system in Indonesia is controlled by Android. In November 2018 the Statista survey institute reported that the use of operating systems in Indonesia was dominated by Android. As many as 72.84% of smartphone users use the Android operating system, and IOS gets user numbers of 4.34% of total users in Indonesia. The method used in this study is the method of multiple linear regression analysis. The research design used was descriptive analysis. Tests carried out consisted of validity test, reliability test, classic assumption test, multiple linear regression analysis, coefficient of determination, t-test, and f-test. The population in this study was Smartphone Vivo users in Bengkong District with a total sample of 274 people. The results showed that the price variable have a positive and significant effect on Vivo Smartphone customer satisfaction. Product quality variables have a positive and significant effect on user satisfaction of Vivo smartphones. Product quality and price variables have a positive and significant effect on user satisfaction of Vivo Smartphone.
Referensi
Cannon, J. P. (2008). Pemasaran DasarDasar : Pendekatan Manajerial Global. (D. A. dan R. Cahyani, Ed.) (16th ed.). Jakarta: Salemba Empat.
Fadil, Zaki dan Priyo Utama. (2015). Teknik Marketing Itu Mudah: Perencanaan Marketing Strategies Untuk Mengurus Bisnis.
Gashti, Mohammad Ali Hajizadeh. (2016). Study the Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty. International Journal of Humanities and Social Science Vol. 1 No. 7;
Khadka, Kabu & Soniya Maharjan. (2017). Customer satisfaction and customer loyalty. Centria University of Applied Sciences Business Management
Kotler dan Keller. (2008). Manajemen Pemasaran. Jakarta: Prenhalindo.
Kotler, P. & Amstrong, G. (2012). PrinsipPrinsip Pemasaran. Jakarta: Erlangga.
Kotler, P. (2009). Dasar – dasar Pemasaran (9th ed.). Jakarta: PT. Indeks Kel. Gramedia.
Lekhanya, Lawrence Mpele. (2017). Customer’s perception towards product quality of automotive SMEs operating in Metropolitan areas, and consideration of environmental impact. Environmental Economics, Volume 8, Issue 1, 2017
Morissan. (2010). Periklanan Komunikasi Pemasaran Terpadu. Jakarta: Kencana Prenanda Media Group. Mowen, dan Minor. (2012). Perilaku Konsumen. Jakarta: Erlangga.
Prawirosentono, Suyadi. (2012). Manajemen Sumber Daya Manusia: Kebijakan Kinerja Karyawan. Edisi 1. Cetakan Kedelapan. BPFE. Yogyakarta Tjiptono, Fandy. (2008). Strategi Pemasaran. Yogyakarta: Andi.
Simanjuntak, D. S. R. (2015). Penerapan Teori Antropolinguistik Modern (Competence, Performance, Indexicality, & Partisipation) Dalam Umpasa Budaya Batak Toba. Jurnal Basis, 2 no 2, 8. http://ejournal.upbatam.ac.id/index.php/basis/article/view/407/265
Tjiptono, Fandy. (2012). Manajemen Jasa, Edisi II (2nd ed.). Yogyakarta: Andi Offset.
Veloso, Claudia Miranda. (2017). The Effect of Customer Satisfaction, Service Quality and Percevied Value on Behavioral Intentions ion Retail Industry. International Scientific Conference on Economic and Social Development.
Zeithamle, B. (2009). Service Marketing. New Delhi: McGraw Hill.
