Update Artikelilmiah: 20817

MUH. MIFTAH ZAENUDDIN

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas pelayanan, kualitas produk maupun persepsi harga terhadap kepuasan konsumen, serta untuk mengetahui peran persepsi nilai dalam memoderasi pengaruh kualitas pelayanan, kualitas produk maupun persepsi harga terhadap kepuasan konsumen.  Jenis penelitian ini adalah survei terhadap nasabah PT. Pegadaian (Persero) Cabang Purwokerto. Berdasarkan rumus interval taksiran, maka ukuran sampel ditentukan sebanyak 100 responden dengan metode pengambilan sampel menggunakan judgmental sampling.  Selanjutnya, teknik analisis data dalam penelitian ini menggunakan analisis regresi moderasi. Berdasarkan hasil analisis data, maka dapat diambil kesimpulan bahwa kualitas pelayanan, kualitas produk maupun persepsi harga berpengaruh positif terhadap kepuasan nasabah PT. Pegadaian (Persero) Cabang Purwokerto, persepsi nilai memoderasi pengaruh kualitas pelayanan terhadap kepuasan nasabah, sedangkan persepsi nilai tidak memoderasi pengaruh kualitas produk maupun persepsi harga terhadap kepuasan nasabah PT. Pegadaian (Persero) Cabang Purwokerto. Mengacu pada kesimpulan tersebut, maka dapat diimplikasikan bahwa sebagai upaya untuk terus meningkatkan kepuasan para nasabahnya, pihak manajemen PT. Pegadaian (Persero) Cabang Purwokerto perlu memprioritaskan berbagai kebijakan pemasaran, khususnya yang terkait dengan kualitas pelayanan, kualitas produk, persepsi harga dan persepsi nilai (perceived value). Cara yang dapat dilakukan diantaranya adalah dengan selalu memberikan layanan terbaik kepada semua nasabah sejak mereka datang hingga layanan pasca pembelian, terus meningkatkan kualitas produk emas yang dijual dan melakukan diversifikasi produk sesuai dengan perubahan kebutuhan, keinginan dan preferensi nasabah, menetapkan harga emas yang secara ekonomis terjangkau oleh semua kalangan masyarakat serta menetapkan harga emas maupun jasa gadai yang kompetitif dan sesuai dengan manfaat atau nilai yang dipersepsikan oleh nasabah.

Abtrak (Bhs. Inggris)

The aims of this research were to find out the effect of service quality, product quality, as well as perceived price on consumer satisfaction, and to find out the moderating role of perceived value on the causal relationship between service quality, product quality, as well as perceived price and consumer satisfaction. Type of this research was survey on consumers of PT. Pegadaian (Persero) Branch Office Purwokerto. Based on the estimation interval formula, sample size within study was determined of 100 respondents with the sampling method uses judgmental sampling. Furthermore, data analysis technique within study uses moderated regression analysis model.
Based on the results of data analysis, it could be concluded that service quality, product quality, as well as perceived price has a positive effect on consumer satisfaction, perceived value moderates the causal relationship between service quality and consumer satisfaction, while perceived value no moderate the causal relationship between product quality as well as perceived price  and consumer satisfaction. Refers to these conclusions, it could be implied that as an effort to improve the consumers’ satisfaction continuously, management of PT. Pegadaian (Persero) Branch Office Purwokerto need to prioritize the various marketing policy, especially related to service quality, product quality, perceived price and perceived value. The ways could be done by always provide the best service to all customers from the time they arrive until the post-purchase services, improve the quality of gold products sold continuously, and diversify the products in according to the changing of consumers’ needs, desires, and their preferences, set the price of gold that is economically affordable for consumers, and sets the competitive price of gold product and the pawn services in accordance with the benefits or values which are perceived by consumers.

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