ANALISIS HUBUNGAN ANTARA KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN DALAM PEMBENTUKAN INTENSI PEMBELIAN KONSUMEN MATAHARI GROUP DI DAERAH ISTIMEWA YOGYAKARTA
ABSTRACT: The research aimed
to test relationship between service quality and customer satisfaction, and
interaction between service quality and customer satisfaction in establishment
of customer’s purchasing intention. The research was conducted at department
store managed by Matahari Group in Daerah Istimewa Yogyakarta. Samples were
determined by convenience sampling method and purposive sampling method with respondents
that numbered 140 persons. Gathering data was done by way of giving customers
the question list that contained about service quality, customer satisfaction and
customer’s purchasing intention. Analysis method in this research used Analysis
Regression Moderator based on model that was instituted by Taylor and Baker
(1994). The results of this research shown the existence of significant association
between service quality and customer satisfaction, and interactions among
service quality and customer satisfaction toward customer’s purchasing intention.
Interaction between service quality and customer satisfaction explains rather
the variance of purchasing intention than each variable. It is shown by R2 resulted
that is as big as 78,8%.
Penulis: Salamatun Asakdiyah
Kode Jurnal: jpmanajemendd050016
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