Kualitas Layanan, Komunikasi Pemasaran, dan Persepsi Konsumen

Authors

  • Hadir Hudiyanto Universitas Gunadarma
  • Lindawati Lindawati Universitas Gunadarma
  • Ironia Vivie Susanti Universitas Gunadarma

DOI:

https://doi.org/10.21512/tw.v10i1.715

Keywords:

service quality, marketing communication, consumer perception, purchasing decision

Abstract

The purpose of this study is to determine the effect of service quality, marketing communications, and consumer perceptions of purchasing decisions. The collecting data through survey and questionnaire used the Likert method. The technique used to take samples was sample of random sampling. The analysis began by testing the validity and reliability to then proceed with the path analysis. The results showed that customer service and marketing communication simultaneously affected consumer perception, with a value of R ² = 0.658. Service quality, marketing communication and consumer perception simultaneously influenced the purchase decision with a value of R ² = 0.617.

Dimensions

Plum Analytics

Author Biographies

Hadir Hudiyanto, Universitas Gunadarma

Jurusan Manajemen, Fakultas Ekonomi

Lindawati Lindawati, Universitas Gunadarma

Jurusan Manajemen, Fakultas Ekonomi

Ironia Vivie Susanti, Universitas Gunadarma

Jurusan Manajemen, Fakultas Ekonomi

References

Kotler, P. (2003). Marketing management, 11th ed., New Jersey: Prentice International, Inc.

Lwin, M., and Aitchison, J. (2005). Clueless in advertising, Jakarta: Bhuana Ilmu Populer.

Rochaety, E. et al. (2007). Metodologi penelitian bisnis dengan aplikasi SPSS, Jakarta: Mitra Wacana Media.

Riduwan dan Kuncoro, E.A., (2008). Cara menggunakan dan memakai analisis jalur (path analysis), cetakan kedua, Bandung: Alfabeta.

Schiffman, L.G., dan Kanuk, L.L. (2007). Perilaku konsumen, cetakan kedua, Jakarta: PT Indeks Group Gramedia.

Simamora, B. (2003). Memenangkan pasar dengan pemasaran efektif dan profitabel, cetakan kedua, Jakarta: PT Gramedia Pustaka Utama.

Umar, H. (2005). Riset pemasaran dan perilaku konsumen, Jakarta: PT Gramedia Pustaka Utama.

Downloads

Published

2009-03-31

How to Cite

Hudiyanto, H., Lindawati, L., & Susanti, I. V. (2009). Kualitas Layanan, Komunikasi Pemasaran, dan Persepsi Konsumen. Journal The Winners, 10(1), 40-48. https://doi.org/10.21512/tw.v10i1.715
Abstract 454  .
PDF downloaded 490  .