Pengaruh Service Quality, Brand Image dan Perceived Price terhadap Customer Loyalty pada Produk Minuman Bubble Tea Merek Chatime di Jakarta: Customer Satisfaction sebagai Variabel Mediotar

Handira, Stefani Jenny (2017) Pengaruh Service Quality, Brand Image dan Perceived Price terhadap Customer Loyalty pada Produk Minuman Bubble Tea Merek Chatime di Jakarta: Customer Satisfaction sebagai Variabel Mediotar. Masters thesis, Universitas Tarumanagara.

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Abstract

The purpose of this study are: First, to explore the effect among service quality, brand image and perceived price on costumer loyalty. Second, to explore the effect among service qualiry, brand image and perceived price on satisfaction. Third, to explore the effect of costumer satisfaction on consumer loyalty. Fourth, to find out if custumer satisfaction is able to mediate service quality, brand image and perceived price toward customer loyalty. This non- probabilistic research thaf using a questionnaire to collect the data. Thenon- probabilistic sampling method is used in this research. The data analysis technique is a multiple regression analysis. The population of this research are collected from 200 respondens. The technique of data analysis used in this study was regression analysis and mediating test to examine the hypotheses. The result are : (a) the relationship between service quality, brand image and perceived price have a significant and positive effect toward customer loyalty; (b) the relationship between service quality, brand image and perceived price have a significant and positive effect toward customer satisfaction; (c) customer satisfaction has a positive effect on customer loyalty; (d) customer satisfaction will mediate the effect between service quality, brand image and perceived price on customer loyalty.

Item Type: Thesis (Masters)
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 04 Jul 2018 03:41
Last Modified: 17 May 2021 02:34
URI: http://repository.untar.ac.id/id/eprint/2759

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