FAKTOR KUALITAS PRODUK DAN EMOSIONAL TERHADAP KEPUASAN KONSUMEN PEMBELI MOTOR HONDA SCOOPY

Authors

  • Basuki Nugroho Universitas Kristen Surakarta
  • Hernawati Pramesti Universitas Kristen Surakarta

Keywords:

kepuasan konsumen, kualitas produk, pelayanan, harga, emosional, consumer satisfaction, product quality, service, price, emotional

Abstract

ABSTRAK

Tujuan penelitian ini menguji secara parsial dan simultan pengaruh faktor Kualitas produk, Pelayanan, Harga, dan Emosional terhadap kepuasan konsumen pembeli Motor Honda Scoopy di Kota Solo. Pemilihan sampel dalam penelitian ini dengan metode accidental sampling dan Teknik analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, uji t, uji F dan uji koefisien determinasi.

Faktor faktor Kualitas Produk, Pelayanan, Harga dan Emosional baik secara bersama-sama maupun individu mempunyai pengaruh yang signifikan terhadap kepuasan konsumen Honda Scoopy di Kota Solo. Dari keempat faktor tersebut Emotional mempunyai pengaruh yang dominan terhadap kepuasan konsumen Honda Scoopy di Kota Solo

Kata Kunci: Kepuasan konsumen, kualitas produk, pelayanan, harga dan emosional

  

ABSTRACT

The purpose of this study is to partially and simultaneously examine the influence of product quality, service, price, and emotional factors on consumer satisfaction of Honda Scoopy motorcycle buyers in the city of Solo. The sample selection in this study was accidental sampling method and the data analysis techniques used were validity test, reliability test, classical assumption test, t test, F test and coefficient of determination test.

Factors Product Quality, Service, Price and Emotional both together and individually have a significant influence on consumer satisfaction Honda Scoopy in the city of Solo. Of the four factors, Emotional has a dominant influence on consumer satisfaction for Honda Scoopy in Solo.

Keywords: Consumer satisfaction, product quality, service, price and emotional

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Published

01-12-2022