Jonathan, Thomas (2023) PENGARUH BRAND IMAGE DAN SERVICE QUALITY KONSUMEN TERHADAP PURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI MEDIASI PT PRUDENTIAL DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) THOMAS JONATHAN (115200067) (B) THE INFLUENCE OF CONSUMERS' BRAND IMAGE AND SERVICE QUALITY TOWARD PURCHASE INTENTION WITH CUSTOMER SATIFACTION AS A MEDIATION ON PT PRUDENTIAL'S IN JAKARTA (C) xvi + 67 pages, 22 tables, 10 pictures, 3 attachments. (D) Marketing (E) Abstract: This research aims to find out whether there is an influence that brand image, service quality has on purchase intention with customer satisfaction as a mediator for prospective PT customers. Prudential in Jakarta. The selection of respondents in this study used non-probability sampling methods and purposive sampling techniques. The data needed in this research was collected using a Google form which was distributed via WhatsApp groups and social media. Through data collection, it was found that 150 data were collected and then processed using Smart PLS. Based on the results of data analysis, it was found that brand image, service quality and customer satisfaction have a direct influence on purchase intention of prospective customers of PT. Prudential in Jakarta. In this research it is also seen that customer satisfaction can be a good mediator between brand image and service quality on purchase intention of prospective PT customers. Prudential in Jakarta. (F) Keywords: Brand Image; Service Quality; Customer Satisfaction; Purchase Intention (G) References list 44 (H) M. Tony Nawawi Drs., M.M ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) THOMAS JONATHAN (115200057) (B) PENGARUH BRAND IMAGE DAN SERVICE QUALITY KONSUMEN TERHADAP PURCHASE INTENTION DENGAN CUSTOMER SATIFACTION SEBAGAI MEDIASI PT PRUDENTIAL DI JAKARTA (C) xvi + 67 halaman, 22 tabel, 10 gambar, 3 lampiran (D) Pemasaran (E) Abstrak: Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh yang diberikan brand image, service quality terhadap purchase intention dengan customer satisfaction sebagai mediasi pada calon nasabah PT. Prudential di Jakarta. Pemilihan responden dalam penelitian ini menggunakan metode non-probablity sampling dan teknik purposive sampling. Data yang dibutuhkan dalam penelitian ini dikumpulkan menggunakan google form yang disebar melalui group whatsapp, dan sosial media. Melalui pengumpulan data, didapati bahwa terdapat 150 data yang terkumpul dan kemudian diolah dengan menggunakan Smart PLS. Berdasarkan hasil analisa data, didapati bahwa brand image, service quality, dan customer satisfaction memberikan pengaruh secara langsung terhadap purchase intention pada calon nasabah PT. Prudential di Jakarta. Pada penelitian ini juga terlihat bahwa customer satisfaction dapat menjadi mediasi yang baik antara brand image dan service quality terhadap purchase intention pada calon nasabah PT. Prudential di Jakarta. (F) Kata Kunci: Citra Merk; Kualitas Pelayanan; Kepuasan Pelanggan; Niat Pembelian (G) Daftar acuan 44 (H) M. Tony Nawawi Drs., 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: | 09 Sep 2024 03:08 |
| Last Modified: | 09 Sep 2024 03:08 |
| URI: | http://repository.untar.ac.id/id/eprint/44342 |
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