YULIANTI, FRANSISCA (2022) PENGARUH SERVICE QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY SUPER INDO DI JAKARTA YANG DIMEDIASI OLEH CUSTOMER SATISFACTION. Skripsi thesis, Universitas Tarumanagara.
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Abstract
The purpose of this study is to empirically examine the effect of service quality and brand image to customer loyalty Super Indo in Jakarta mediated by customer satisfaction. Population of this study are customers who shop at Super Indo outlets in Jakarta. The sample of this study are 250 respondents who live in Jakarta and over 18 years old, using non-probability sampling technique with purposive sampling method and data analysis measured using SmartPLS software. The result of this study indicate that service quality and brand image have a positive and significant effect on customer satisfaction, there is a positive and significant effect of service quality, brand image, and customer satisfaction on customer loyalty, as well as a positive and significant effect of service quality and brand image on customer loyalty mediated by customer satisfaction. This can be a suggestion for Super Indo in Jakarta in increasing customer loyalty. Keywords: Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty. Tujuan dari penelitian ini adalah untuk menguji secara empiris pengaruh service quality dan brand image terhadap customer loyalty Super Indo di Jakarta yang dimediasi oleh customer satisfaction. Populasi dalam penelitian ini pelanggan yang berbelanja pada gerai Super Indo yang ada di Jakarta. Sampel dalam penelitian ini sebanyak 250 responden yang berdomisili di Jakarta dan berusia di atas 18 tahun, dengan menggunakan teknik non- probability sampling dengan metode purposive sampling dan analisis data diukur dengan menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa service quality dan brand image berpengaruh positif dan signifikan terhadap customer satisfaction, adanya pengaruh positif dan signifikan dari service quality, brand image, dan customer satisfaction terhadap customer loyalty, serta pengaruh positif dan signifikan dari service quality dan brand image terhadap customer loyalty yang dimediasi oleh customer satisfaction. Hal ini dapat menjadi masukan untuk Super Indo di Jakarta dalam meningkatkan loyalitas pelanggan. Kata kunci: Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 20 Jun 2022 07:43 |
| Last Modified: | 20 Jun 2022 07:43 |
| URI: | http://repository.untar.ac.id/id/eprint/36348 |
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