Pratamaputra, Dennis (2023) PENGARUH BRAND IMAGE DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY A&W DI JAKARTA. CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) DENNIS PRATAMAPUTRA (115199113) (B) THE IMPACT OF BRAND IMAGE AND CUSTOMER EXPERIENCE ON A&W CUSTOMER LOYALTY IN JAKARTA. CUSTOMER SATISFACTION AS A MEDIATION VARIABLE. (C) XVI + 85 Pages, 25 Tables, 1 Pictures, 5 Attachments (D) MARKETING MANAGEMENT (E) Abstract: This research aims to test the influence of brand image and customer experience on A&W customer loyalty in Jakarta and test customer satisfaction as a mediating variable. The research design used is descriptive research with a cross-sectional approach. The research population used in this research is all A&W customers. The sample selection method used in this research uses non-probability methods and convenience sampling techniques. The number of samples taken in this research was 150 people. Then the data was processed using the smartPLS application with SEM (structural equation model) data analysis techniques. The research results show that brand image and customer experience have a positive effect on customer satisfaction, brand image and customer experience have a positive effect on customer loyalty, customer satisfaction has a positive effect on customer loyalty, customer satisfaction can mediate brand image and customer experience on customer loyalty. Keywords: Brand Image, Customer Experience, Customer Satisfaction, and Customer Loyalty (F) References 48 (2001-2023) (G) Dr. Keni, S.E., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) DENNIS PRATAMAPUTRA (115199113) (B) PENGARUH BRAND IMAGE DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY A&W DI JAKARTA. CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI. (C) XVI + 85 Pages, 25 Tables, 1 Gambar, 5 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak : Penelitian ini bertujuan untuk menguji pengaruh citra merek dan pengalaman pelanggan terhadap kesetiaan pelanggan A&W di Jakarta serta menguji kepuasan pelanggan sebagai variabel mediasi. Desain penelitian yang digunakan merupakan penelitian deskriptif dengan pendekatan cross- sectional. Populasi penelitian yang digunakan pada penelitian ini adalah seluruh pelanggan A&W. Metode pemilihan sampel yang digunakan pada penelitian ini menggunakan metode nonprobabilitas dan teknik convenience sampling. Jumlah sampel yang diambil dalam penelitian ini adalah 150 orang. Kemudian data di olah menggunakan aplikasi smartPLS dengan teknik analisis data SEM (structural equation model). Hasil penelitian menunjukkan bahwa citra merek dan pengalaman pelanggan berpengaruh positif terhadap kepuasan pelanggan, citra merek dan pengalaman pelanggan berpengaruh positif terhadap kesetiaan pelanggan, kepuasan pelanggan berpengaruh positif terhadap kesetiaan pelanggan, kepuasan pelanggan dapat memediasi citra merek dan pengalaman pelanggan terhadap kesetiaan pelanggan. Kata Kunci: Citra Merek, Pengalaman Pelanggan, Kepuasan Pelanggan, Kesetiaan Pelanggan. (F) Daftar Acuan 49 (2001-2023) (G) Dr. Keni, S.E., M.M.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 12 Aug 2024 03:00 |
| Last Modified: | 12 Aug 2024 03:00 |
| URI: | http://repository.untar.ac.id/id/eprint/43817 |
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