PENGARUH BRAND EQUITY, SERVICE QUALITY DAN SWITCHING COSTS TERHADAP CUSTOMER LOYALTY MATAHARI DEPARTMENT STORE DENGAN SATISFACTION SEBAGAI VARIABEL MEDIATOR

Jasisca, Jasisca and Keni, Keni and Soelaiman, Lydiawati (2014) PENGARUH BRAND EQUITY, SERVICE QUALITY DAN SWITCHING COSTS TERHADAP CUSTOMER LOYALTY MATAHARI DEPARTMENT STORE DENGAN SATISFACTION SEBAGAI VARIABEL MEDIATOR. Karya Ilmiah Dosen. ISSN 978-602-71601-0-1

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Abstract

The purpose of this study is to explore the effect among brand equity, service quality and switching costs oncustomer with satisfaction to mediate service quality toward customer loyalty. The population of this researchare all Matahari Department Store customers who have purchased at least three times over a period of6months. The samples of this research are collected from Matahari Department Store customers in CiputraMall and Taman Anggrek Mall. The method of data collection is purposive sampling with 200 respondents. Thetechnique of data analysis used in this study was regression analysis and path analysis. The results are therelationship between service quality and switching costs have a significant and positive effect toward customerloyalty, whereas brand equity is not significant and have a negavive effect toward customer loyalty. Besidesthat, satisfaction could be a mediator between service quality and customer loyalty.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 10 Apr 2017 04:07
Last Modified: 10 Apr 2017 04:07
URI: http://repository.untar.ac.id/id/eprint/357

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