Detail Inovasi Perguruan Tinggi


Tema: MARKETING
Judul: PENGARUH TINGKAT HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN SEPATU GINO MARIANI
Perguruan Tinggi: Sekolah Tinggi Ilmu Ekonomi Kesatuan
Jenis/sdm: dosen/0417026502

Tahun: 2015

The development of industry and trade of shoes in Asia is important to always be a concern, considering that 79.5% of the total volume of world production is in Asia. In Asia, there are 10 states shoe manufacturer that has been quite dominant in the shoe trade in Asia. The 10 countries include China, the Philippines, Hong Kong, Indonesia, Japan, South Korea, Malaysia, Taiwan, Thailand, and Vietnam. They are members of the International Footwear Conference (IFC), a forum of business meetings between businessmen shoes in Asia, held once a year.
The purpose of this study was to determine the effect of pricing, product quality and service quality together to customer loyalty PT. Shoes Mas Craving.
Price is the only element of the marketing mix is often used as a material consideration for consumers , and quality is a privilege and characteristics of a product or service thoroughly associated with its ability to satisfy consumer needs to meet the needs that have been specified or latent, Services implies any activity or benefit granted by one party to another party who is essentially intangible and does not result in the ownership of anything anyway, while customer loyalty in general can be interpreted as one's loyalty on products, goods and services.
In conducting the research required a grouping of data and presentation of the data that has been obtained and the formulation of research in the form of a conclusion. This conclusion should be a right answer and systematic of a problem, so it does not obscure the basic purpose of the study.
To test whether the regression line obtained by linear and can be used for forecasting, it must be performed classical assumption. Testing was conducted on the normality test, multicoloniarity, heteroscedasticity test and multiple linear regression.
Diproleh value T calculated for the price level is -29.197, the T table with df 99 and a significance level of 0.05 was obtained 1,660, because T arithmetic < T table then Ho is accepted. and the value of T count for the quality of the product is -13.826, the T table with df 99 and a significance level of 0.05 was obtained 1,660, because T arithmetic < T table then Ho is accepted, whereas the Q value calculated for the quality of service -9.255, the T table by df 99 gained 1,660, because T arithmetic < T table then Ho is accepted,
R Square obtained value or coefficient of determination (KD) that shows how well the regression model formed by the interaction of independent variables and the dependent variable. KD value obtained was 69.7%, which can be interpreted to mean that the independent variables have an effect on the contribution of 69.7% and 30.3% Y variables more influenced by other factors.
Retrieved constant value 16.189, calculated the price level 0.032, -0.120, product quality and service quality that is 0.437, then the regression equation is Y (16.189) = X1 (0.032) + X2 (-0.120) + X3 (0.437).
Key words : Effect of Price, Product Quality and Service Quality on Customer Loyalty.