Anteseden dari brand loyalty penyedia layanan telekomunikasi
Info Katalog
File Repositori
Nomor Panggil : 022001800018
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Moch Sabur
Subyek : Marketing - Management;Customer satisfaction - Marketing
Kata Kunci : core service quality, communication effectiveness, corporate social responsibility commitment
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2022_TA_SMJ_022001800018_Halaman-Judul.pdf | ||
| 2. | 2022_TA_SMJ_022001800018_Lembar-Pengesahan.pdf | ||
| 3. | 2022_TA_SMJ_022001800018_Bab-1_Pendahuluan.pdf | ||
| 4. | 2022_TA_SMJ_022001800018_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2022_TA_SMJ_022001800018_Bab-3_Metode-Peneitian.pdf |
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| 6. | 2022_TA_SMJ_022001800018_Bab-4_Analisis-Dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001800018_Bab-5_Kesimpulan.pdf |
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| 8. | 2022_TA_SMJ_022001800018_Daftar-Pustaka.pdf | ||
| 9. | 2022_TA_SMJ_022001800018_Lampiran.pdf |
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P enelitian ini bertujuan untuk mencari tahu, menguji dan menganalisis faktor-faktor yang dapat mempengaruhi Brand Loyalty. Penelitian ini menggunakan metode Purposive sampling dimana data dikumpulkan secara langsung melalui penyebaran kuesioner kepada 165 responden dan diolah menggunakan metode analisis Structural Equation Model (SEM).Hasil dari penelitian menunjukan bahwa terdapat pengaruh positif Core Service Quality terhadap Consumer Brand Engagement, terdapat pengaruh positif Communication Effectiveness terhadap Consumer Brand Engagement, terdapat pengaruh positif Corporate Social Responsibility (CSR) Commitment terhadap Consumer Brand Engagement, terdapat pengaruh positif Consumer Brand Engagement terhadap Consumer Satisfaction, dan terdapat pengaruh positif Consumer Satisfaction terhadap Brand Loyalty.
T his study aims to find out, test and analyze the factors that can affect Brand Loyalty. This study used a purposive sampling method where data were collected directly through questionnaires to 165 respondents and processed using the Structural Equation Model (SEM) analysis method.The results of the study show that there is a positive influence of Core Service Quality on Consumer Brand Engagement, there is a positive influence of Communication Effectiveness on Consumer Brand Engagement, there is a positive influence of Corporate Social Responsibility (CSR) Commitment on Consumer Brand Engagement, there is a positive influence on Consumer Brand Engagement. on Consumer Satisfaction, and there is a positive influence of Consumer Satisfaction on Brand Loyalty
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