Pengaruh customer participation terhadap brand loyalty melalui brand satisfaction
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022130014
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Customer participation;Marketing management
Kata Kunci : customer participation, brand loyalty, brand satisfaction.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022130014_Halaman-Judul.pdf | 17 | |
| 2. | 2017_TA_MJ_022130014_Bab-1.pdf | 8 | |
| 3. | 2017_TA_MJ_022130014_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022130014_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022130014_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022130014_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022130014_Daftar-Pustaka.pdf | 5 | |
| 8. | 2017_TA_MJ_022130014_Lampiran.bak.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh Customer Participation terhadap Brand Loyalty melalui Brand Satisfaction pelanggan restoran cepat saji. Sampel yang digunakan dalam penelitian ini berjumlah 230 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Customer Participation berpengaruh positif terhadap Brand Satisfaction, (2) Customer Participation tidak berpengaruh positif terhadap Brand Loyalty, (3) Brand Satisfaction berpengaruh positif terhadap Brand Loyalty, (4) Customer Participation berpengaruh positif terhadap Brand Loyalty melalui Brand Satisfaction.
T his study aims to examine and analyze the effect of Customer Participation on Brand Loyalty through Customer Satisfaction Brand fast food restaurants. The sample used in this research is 230 respondents and collected by purposive sampling method. Tests conducted by the method of Structural Equation Model (SEM). The results of this study were (1) Customer Participation positive influence on Brand Satisfaction, (2) Customer Participation no positive effect on Brand Loyalty, (3) Brand Satisfaction positive influence on Brand Loyalty, (4) Customer Participation positive influence on Brand Loyalty through brand Satisfaction.
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