Pengaruh customer satisfaction dan brand image terhadap switching Cost serta dampaknya terhadap customer loyalty
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022121024
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Customer satisfaction;Marketing management
Kata Kunci : customer satisfaction, brand image, switching cost, customer loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022121024_Halaman-judul.pdf | ||
| 2. | 2017_TA_MJ_022121024_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022121024_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022121024_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022121024_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022121024_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022121024_Daftar-pustaka.pdf | ||
| 8. | 2017_TA_MJ_022121024_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Customer Satisfaction dan Brand Image terhadap Switching Cost serta dampaknya terhadap Customer Loyalty.Sampel yang digunakan dalam penelitian ini berjumlah 200 responden dan dikumpulkan dengan metode purposive sampling dan snowball sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Customer Satisfaction berpengaruh positif terhadap Switching Cost, (2) Customer Satisfaction berpengaruh positif terhadap Switching Cost, (3) Switching Cost berpengaruh positif terhadap Switching Cost.Saran dan rekomendasi yang dapat diajukan untuk peneliti selanjutnya yaitu membahas operator seluler CDMA dan menambahkan variable Service Quality (Edward dan Sahadev, 2011)
T The objective of this study is to examine and analyze the effect of Customer Satisfaction and Brand Image to Switching Cost and Customer Loyalty.The samples being used in this study is 200 respondents. The data collection method being used by this study is purposive sampling and snowball sampling. The testing is conducted by using Structural Equation Model (SEM) analysis method. The findings of this study are: (1) Customer Satisfaction has positive effect toward Switching Cost, (2) Brand Image has positive effect toward Switching Cost (3) Switching Cost has positive effect toward Customer Loyalty.Suggestion and recommendations can be submitted for the next researcher to discuss CDMA cellular operator and adding variable Service Quality (Edward dan Sahadev, 2011)
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