Pengaruh customer personality traits terhadap loyalty to store melalui trust dan commitment
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2010
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Marketng;consumer behaviour
Kata Kunci : customer personality trait, trust commitment, loyalty to store
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2010_TA_MJ_022040194_1.pdf |
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| 2. | 2010_TA_MJ_022040194_2.pdf |
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| 3. | 2010_TA_MJ_022040194_3.pdf |
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| 4. | 2010_TA_MJ_022040194_4.pdf |
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| 5. | 2010_TA_MJ_022040194_5.pdf |
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| 6. | 2010_TA_MJ_022040194_6.pdf |
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| 7. | 2010_TA_MJ_022040194_7.pdf |
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S kripsi ini membahas apakah ada pengaruh yang signifikan dari 4 (empat) sifat kepribadian konsumen (Customer Personality Traits) yaitu : kehangatan (Agreableness), kehati-hatian (Conscientiousness), keterbukaan (Extraversion), kestabilan emosi (Emotional Stability) terhadap kepercayaan (Trust), komitmen (Commitment) dan kesetiaan terhadap restoran cepat saji (loyalty to store). Adapun data diperoleh dengan menyebarkan kuesioner kepada 100 responden yang pernah makan di restoran cepat saji, jenis kelamin, usia, dan pendapatan yang dimiliki konsumen. Teknik pengumpulan data adalah kuesioner. Alat analisis yang digunakan adalah Structural Equation Modelling (SEM) dengan menggunakan software AMOS versi 6.0. Dari hasil pengujian hipotesis menunjukan bahwa dari 4 (empat) sifat kepribadian konsumen berpengaruh positif terhadap kepercayaan, komitmen dan kesetiaan terhadap restoran. Kepercayaan berpengaruh positif terhadap komitmen dan komitmen berpengaruh positif terhadap kesetiaan konsumen (behavioral loyalty).
T his thesis discusses whether there is a significant effect of 4 (four) consumer personality trait (Customer Personality Traits) are: warmth (Agreableness), prudence (conscientiousness), openness (Extraversion), emotional stability (Emotional Stability) of the trust (Trust ), commitment (commitment) and adherence to the fast food restaurants (loyalty to store). The data obtained by distributing questionnaires to 100 respondents who had eaten at fast food restaurants, sex, age, and income owned by consumers. Techniques of data collection is a questionnaire. The analysis tools are Structural Equation Modelling (SEM) using AMOS software version 6.0. From the test results show that the hypothesis of 4 (four) consumer personality trait positive effect on trust, commitment and loyalty to the restaurant. Positive effect on the commitment of trust and commitment to a positive effect on customer loyalty (behavioral loyalty).
Info Koleksi Skripsi
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