Pengaruh citra merek terhadap kesetiaan merek dan kepuasan pelanggan pada Kedai Kopi Janji Jiwa
Info Katalog
File Repositori
Nomor Panggil : 022001700015
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Moch Sabur
Subyek : Brand loyalty;Consumer satisfaction
Kata Kunci : brand image, brand loyalty, perceived quality, customer satisfaction.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001700015_Halaman-Judul.pdf | 12 | |
| 2. | 2022_TA_SMJ_022001700015_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001700015_Bab-1-Pendahuluan.pdf | ||
| 4. | 2022_TA_SMJ_022001700015_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2022_TA_SMJ_022001700015_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2022_TA_SMJ_022001700015_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001700015_Bab-5-Kesimpulan1.pdf |
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| 8. | 2022_TA_SMJ_022001700015_Daftar-Pustaka.pdf | ||
| 9. | 2022_TA_SMJ_022001700015_Lampiran.pdf |
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P enelitian ini bertujuan untuk melihat apakah citra merek berpengaruh terhadapkesetiaan merek dan memberikan kualitas tinggi untuk memuaskan pelanggan pada kedai kopiJanji jiwa. Penelitian ini menggunakan metode Purposive Sampling dimana data dikumpulkanmelalui kuisioner online kepada 165 responden dan dioleh menggunakan metode analisisStructural Equation Model (SEM).Hasil dari penelitian menunjukan bahwa terdapat pengaruh positif Brand Imageterhadap Brand Loyalty, terdapat pengaruh positif Customer Satisfaction terhadap BrandLoyalty, terdapat pengaruh positif Perceived Quality terhadap Brand Image, terdapat pengaruh positif Brand Image terhadap Customer Satisfaction, terdapat pengaruh positif Perceived Quality terhadap Brand Loyalty.
T his study aims to see whether brand image has an effect on brand loyalty and providesperceived quality to customer satisfaction at the Janji Jiwa coffee shop. This study used the purposive sampling method, where data were collected through online questionnaires to 165 respondents and processed using the analysis method of Structural Equation Model (SEM).The results show that there is a positive influence of Brand Image on Brand Loyalty, there is a positive influence of Customer Satisfaction on Brand Loyalty, there is a positive influence of Perceived Quality on Brand Image, there is a positive influence of Brand Image on Customer Satisfaction, there is a positive influence of Perceived Quality on Brand Loyalty.
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