PENGARUH KEPUASAN DAN KEPERCAYAAN PELANGGAN TERHADAP PERILAKU WORD OF MOUTH POSITI PRODUK ORIFLAME (Studi Pada Mahasiswi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Lampung)

NILA KURNIATI, 1216051079 (2016) PENGARUH KEPUASAN DAN KEPERCAYAAN PELANGGAN TERHADAP PERILAKU WORD OF MOUTH POSITI PRODUK ORIFLAME (Studi Pada Mahasiswi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.

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Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh variabel kepuasan pelanggan dan kepercayaan pelanggan terhadap perilaku word of mouth positif produk oriflame. Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory. Teknik pengambilan sampel yang digunakan dalam penelitian ini menggunakan purposive sampling. Penelitian ini menggunakan sampel sebanyak 100 orang konsumen yang pernah menggunakan produk skincare oriflame. Hasil penelitian ini menunjukkan bahwa secara parsial, untuk variabel kepuasan pelanggan (X1) berpengaruh signifikan terhadap perilaku word of mouth positif, dan variabel kepercayaan pelanggan (X2) berpengaruh signifikan terhadap perilaku word of mouth positif. Secara simultan kepuasan pelanggan dan kepercayaan pelanggan berpengaruh signifikan terhadap perilaku word of mouth positif produk oriflame. Kata kunci: Kepuasan Pelanggan, Kepercayaan Pelanggan, dan Word Of Mouth Positif. ABSTRAK BAHASA INGGRIS This study aims to analyze the influence of variables of customer satisfaction and customer confidence towards positive word of mouth behavior Oriflame products. This type of research used in this research is explanatory. The sampling technique used in this study using purposive sampling. This study used a sample of 100 consumers who never use Oriflame skincare products. Test results showed that partially, to variable customer satisfaction (X1) significantly influence the behavior of word of mouth positive, and customer trust variables (X2) significantly influence the behavior of positive word of mouth. Simultaneously, customer satisfaction and customer trust have a significant effect on the behavior of positive word of mouth Oriflame products. Keywords: Customer Satisfaction, Customer Confidence, and Positive Word Of Mouth.

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 6869785 . Digilib
Date Deposited: 18 Feb 2016 07:26
Last Modified: 18 Feb 2016 07:26
URI: http://digilib.unila.ac.id/id/eprint/21101

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