PENINGKATAN PEMBELIAN ULANG MELALUI PROMOSI, CITRA PERUSAHAAN, PELAYANANAN DENGAN MEDIASI KEPUASAN PELANGGAN

Authors

  • R. R Eko Setyowati Redjeki Program Studi Magister Ilmu Komunikasi Universitas Diponegoro
  • Ngatno Ngatno Program Studi Magister Ilmu Komunikasi Universitas Diponegoro

DOI:

https://doi.org/10.33633/ja.v2i1.2694

Abstract

AbstrakSejak diberlakukannya lelang elektronik, persaingan bisnis jasa konstruksi sangat tinggi.Hal ini berdampak  pada berkurangnya paket pekerjaan dan penurunan jumlah pelanggan,sehingga mengurangi pendapatan dan laba perusahaan. Tujuan dari studi ini adalahmenganalisis pengaruh promosi, citra perusahaan, pelayanan terhadap kepuasan pelanggandalam meningkatkan pembelian ulang. Penelitian ini menggunakan pendekatan kuantitatifeksplanatori dengan metode survei. Sampel penelitian adalah sebanyak 53 user CV. SelaksaPrada, diambil dengan menggunakan metode sensus. Teknik analisis data digunakan analisisjalur. Hasil penelitian menunjukkan terdapat pengaruh positif promosi, citra perusahaan,pelayanan terhadap kepuasan pelanggan. Hasil selanjutnya menjelaskan terdapat pengaruhpositif promosi, citra perusahaan, pelayanan dan kepuasan pelanggan terhadap pembelianulang.Kata kunci: promosi, citra perusahaan, pelayanan, kepuasan pelanggan, pembelian ulang.AbstractSince the introduction of electronic auctions, the competition of construction services businessis very high. These results in reduced work packages and decreases in subscriber numbers,thereby reducing earnings and profits. The purposes of this study are to analyze the influenceof promotion, corporate image, and service to customer satisfaction, toward increase repeatpurchase. This study used explanatory quantitative approach with survey method. The samplesof research are 53 users CV. Selaksa Prada, taken using the census method. Data analysistechniques path analysis. The results showed there are positive influences of promotion,corporate image, and service to customer satisfaction. The results further explain that thereare positive influences of promotion, corporate image, service, and customer satisfaction withrepeat purchaseKeywords : Promotion,Corporate image,service quality,Customer satisfaction, Repeat purchase

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Published

2019-07-24

Issue

Vol. 2 No. 1 (2019): Februari 2019

Section

Articles

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