PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP CITRA MEREK SERTA DAMPAKNYA PADA KEPUASAN PELANGGAN PAKET SELULER DATA KARTU THREE PADA THREE CARE PLAZA SEMANGGI

ABSTRACT Rika Nuraziza, 2016; Effect of Service Quality and Price on Brand Image And Its Impact on Customer Satisfaction Three. Faculty of Economics, University of Jakarta in 2016. Concentration Marketing Management, S-1 Study Program Management, Department of Management, Faculty of Economics, State University of Jakarta. Team Supervisor: Dr. MohamadRizan, SE, M.Si & Dra. BasrahSaidani, M.Si The purpose of this study was to: (1) examine empirically the influence of Service Quality to the Brand Image Three (2) to test empirically the effect of Price on Brand Image (3) empirically examine the influence ofService Quality to the Customer Satisfaction (4) examine empirically the effect of Price the Customer Satisfaction (5) to test empirically the effect of Brand Image on Customer Satisfaction (6) empirically examine the influence of ServiceQuality to the Customer Satisfaction mediated by Brand Image (7) empirically examine the influence of price on customer satisfaction mediated by Brand Image. Methods of data collection using survey methods. The object of this study was 200 respondents who use mobile packet Three card data for more than 3 months. Data analysis using SPSS version 23 and SEM (Structural Equation Model) of a statistical package LISREL 8.7 to process and analyze the research data. Hypothesis testing results indicate: (1) ServiceQuality not affect the brand image by 12% (2) Price affect the brand image by 85% (3) ServiceQualitynot affect the Customer Satisfaction by -11% (4) Price effect on satisfaction customers at 106% (5) Brand effect on CustomerSatisfaction by 53% (6) ServiceQuality effect on Customer Satisfaction mediated by Brand by 6% and (7) Price effect on CustomerSatisfaction mediated by Brand Image by 46% Keywords: service quality, price, brand image and customer satisfactio

PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP CITRA MEREK SERTA DAMPAKNYA PADA KEPUASAN PELANGGAN PAKET SELULER DATA KARTU THREE PADA THREE CARE PLAZA SEMANGGI

Tujuan penelitian ini adalah untuk: (1) menguji secara empiris pengaruh Kualitas Pelayanan terhadap Citra Merek Three (2) menguji secara empiris pengaruh Harga terhadap Citra Merek (3) menguji secara empiris pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan (4) menguji secara empiris pengaruh Harga terhadap Kepuasan Pelanggan (5) menguji secara empiris pengaruh Citra Merek terhadap Kepuasan Pelanggan (6) menguji secara empiris pengaruh KualitasPelayanan terhadap Kepuasan Pelanggan yang dimediasi oleh Citra Merek (7) menguji secara empiris pengaruh Harga terhadap Kepuasan Pelanggan yang dimediasi oleh Citra Merek. Metode pengumpulan data menggunakan metode survei. Objek penelitian ini ialah 200 responden yang menggunakan paket seluler data kartuThree selama lebih dari 3bulan. Analisis data menggunakan SPSS versi 23danSEM (Structural Equation Model) dari paket statistik LISREL 8.7 untuk mengolah dan menganalisis data hasil penelitian. Hasil pengujian hipotesis menunjukkan: (1) Kualitas Pelayanan tidak berpengaruh terhadap Citra Merek sebesar 12% ( 2)Harga berpengaruh terhadap Citra Merek sebesar 85% (3) Kualitas Pelayanan tidak berpengaruh terhadap Kepuasan Pelanggan sebesar -11% (4) Harga berpengaruh terhadap Kepuasan Pelanggan sebesar 106%(5) Citra Merek berpengaruh terhadap Kepuasan Pelanggan sebesar 53% (6) Kualitas Pelayanan berpengaruh terhadap Kepuasan Pelanggan yang dimediasi oleh Citra Merek sebesar 6% dan (7) Harga berpengaruh terhadap Kepuasan Pelanggan yang dimediasi oleh Citra Merek sebesar 46