PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN LISTRIK PINTAR (PRABAYAR) GOLONGAN TARIF RUMAH TANGGA SERTA DAMPAKNYA DALAM MEMBENTUK PEMASARAN DARI MULUT KEMULUT (WORD OF MOUTH) (Studi pada PT PLN (Persero) Distribusi Lampung Area Tanjungkarang)

R. BAGUS DWIARSO YAKTI, 1221011046 (2015) PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN LISTRIK PINTAR (PRABAYAR) GOLONGAN TARIF RUMAH TANGGA SERTA DAMPAKNYA DALAM MEMBENTUK PEMASARAN DARI MULUT KEMULUT (WORD OF MOUTH) (Studi pada PT PLN (Persero) Distribusi Lampung Area Tanjungkarang). Masters thesis, Universitas Lampung.

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ABSTRAK.pdf

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COVER DALAM.pdf

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LEMBAR PERSETUJUAN.pdf

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LEMBAR PENGESAHAN.pdf

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DAFTAR ISI.pdf

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LEMBAR PERNYATAAN.pdf

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DAFTAR TABEL.pdf

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Abstrak

This research is motivated by the problem of high arrear of electricity bills at PT PLN (Persero) Distribution of Lampung, Branch of Tanjungkarang. To overcome those problem, postpaid customer of residential tariff should be migrated to be prepaid customer. Because the migration process requires customer approval, the marketing approach used is word of mouth marketing. This research is intend to find out how the variable of product quality and service quality influence customer satisfaction and impact on Word of Mouth Marketing. This research sample was 382 people of prepaid customer at PT PLN (Persero) Distribution of Lampung, Branch of Tanjungkarang. The sampling process approach with probability sampling, stratified sampling type. Data were analyzed quantitatively by Structural Equation Model (SEM), using IBM-SPSS AMOS software. From six criteria Goodness of Fit that determined, there are four criteria have been met the criteria Goodness of Fit, such as GFI (0,932), RMSEA (0,060), AGFI (0,906) and TLI (0,936), it can be said that the model created was fit. From reliability of test result, test validity, outlier evaluation and multikolinearity evaluation, indicate that the model and the result of the data has met the specified criteria. These results indicate that the quality of the product ( X1 ) and quality of service ( X2 ) has a direct influence, positive and significant on customer satisfaction (Y1), and has indirect influence on word of mouth (Y2), however, service quality (X2) doesn’t directly influence on word of mouth (Y2) and has a smaller effect on customer satisfaction ( Y1 ). To keep word of mouth marketing running properly, quality of KWh meter and service quality must be improved. Key words : Electricity, Prepaid, Postpaid, Product Quality, Service Quality, Customer Satisfaction, Word of Mouth Penelitian ini dilatarbelakangi oleh permasalahan tingginya tunggakan rekening listrik di PT PLN (Persero) Distribusi Lampung Area Tanjungkarang. Untuk mengatasi permasalahan tersebut, maka pelanggan listrik pascabayar golongan tarif rumah tangga sebaiknya dialihkan menjadi listrik prabayar. Karena proses migrasi tersebut memerlukan persetujuan pelanggan, maka pendekatan yang digunakan adalah pemasaran dari mulut kemulut (Word of Mouth). Penelitian ini bermaksud untuk mengetahui bagaimana variabel kualitas produk dan kualitas pelayanan mempengaruhi kepuasan pelanggan sehingga berdampak pada keberhasilan pemasaran Word of Mouth. Sampel penelitian ini sebesar 382 pelanggan listrik prabayar PT PLN (Persero) Distribusi Lampung Area Tanjungkarang. Proses penarikan sampel melalui pendekatan Probability Sampling jenis Stratified Sampling. Data dianalisis secara kuantitatif, dengan teknik Structural Equation Model (SEM), menggunakan software IBM-SPSS AMOS. Dari keenam kriteria Goodness of Fit yang telah ditetapkan, terdapat empat kriteria yang telah memenuhi kriteria Goodness of Fit, yakni GFI (0,932), RMSEA (0,060), AGFI (0,906) dan TLI (0,936), sehingga bisa dikatakan bahwa model yang dibuat telah fit. Selain itu, dari hasil uji reliabilitas, uji validitas, evaluasi outlier dan evaluasi Multikolinearitas menunjukkan bahwa model telah memenuhi kriteria yang ditentukan. Hasil penelitian ini menunjukkan bahwa kualitas produk (X1) dan kualitas pelayanan (X2) memiliki pengaruh langsung, positif dan signifikan terhadap kepuasan pelanggan (Y1). Serta memiliki pengaruh secara tidak langsung terhadap Word of Mouth (Y2). Namun Kualitas Pelayanan (X2) tidak berpengaruh langsung terhadap Word of Mouth (Y2) dan memiliki pengaruh yang lebih kecil terhadap kepuasan pelanggan (Y1). Agar pemasaran Word of Mouth dapat berjalan dengan baik, maka kualitas KWh meter dan kualitas layanan pelanggan harus segera ditingkatkan. Kata kunci : Listrik, prabayar, pascabayar, kualitas produk, kualitas pelayanan, kepuasan pelanggan, Word of Mouth

Tipe Karya Ilmiah: Tesis (Masters)
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Program Studi: Fakultas Ekonomi dan Bisnis > Magister Manajemen S2
Depositing User: 3716213 . Digilib
Date Deposited: 04 Sep 2015 02:25
Last Modified: 04 Sep 2015 02:25
URI: http://digilib.unila.ac.id/id/eprint/12678

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