Widjaya, Ryan Satya (2016) PENGARUH BRAND IMAGE BENEFIT DAN INOVASI PRODUK TERHADAP KEPUASAN KONSUMEN DAN KESETIAAN PELANGGAN PADA SMARTPHONE SONY XPERIA DI JAKARTA BARAT. Skripsi thesis, UNIVERSITAS TARUMANAGARA.
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Ryan Satya Widjaya 115120025 JA.pdf Download (477kB) |
Abstract
here are four purposes in this study: First, to explore the effect among brand image benefit and product innovation on customer loyalty. Second, to explore the effect among brand image benefit and product innovation to customer satisfaction. Third, to explore the effect of customer satisfaction on customer loyalty. Fourth, to find out if customer satisfaction is able to mediate brand image benefit and product innovation toward customer loyalty. The population of this research are consumers of Sony Xperia in Jakarta. The samples of this research are one hundred ninety nine consumers Sony Xperia in West Jakarta. The method of data collection was conducted by distributing questionnaire to 199 respondents. The technique of data analysis used in this study was regression analysis and mediating test to examine the hypothesis. The results are: (a) the effect between brand image benefit and product innovation only significant on brand image benefit toward customer loyalty; (b) the effect between brand image benefit and product innovation only significant on brand image benefit toward customer satisfaction; (c) customer satisfaction has a positive effect on customer loyalty; (d) customer satisfaction only mediate the effect between brand image benefit and 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: | 16 May 2023 02:13 |
| Last Modified: | 16 May 2023 02:14 |
| URI: | http://repository.untar.ac.id/id/eprint/39873 |
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