Anteseden dan konsekuensi brand image

DETAIL KOLEKSI

Anteseden dan konsekuensi brand image

Oleh : Akhmad Khusosi

Info Katalog

Nomor Panggil : 022001901038

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Fatik Rahayu

Subyek : Customer satisfaction;Brand image

Kata Kunci : customer satisfaction, service quality, brand image, customer loyalty.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022001901038_Halaman-Judul.pdf	9
2.	2024_TA_SMJ_022001901038_Lembar-Pengesahan.pdf	6
3.	2024_TA_SMJ_022001901038_Bab-1-Pendahuluan.pdf	5
4.	2024_TA_SMJ_022001901038_Bab-2-Tinjauan-Pustaka.pdf	10
5.	2024_TA_SMJ_022001901038_Bab-3-Metode-Penelitian.pdf	14
6.	2024_TA_SMJ_022001901038_Bab-4-Hasil-dan-Pembahasa.pdf	13
7.	2024_TA_SMJ_022001901038_Bab-5-Kesimpulan.pdf	3
8.	2024_TA_SMJ_022001901038_Daftar-Pustaka.pdf	6
9.	2024_TA_SMJ_022001901038_Lampiran.pdf	19

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisa pengaruh Service Quality, Brand Image, Customer Satisfaction, dan Customer Loyalty. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden dengan karakteristik yang pernah mengunjungi supermartket Lotte Mart. Teknik pengambilan sampel yang digunakan yaitu Purposive sampling. Data dianalisis menggunakan metode SEM dengan alat SPSS dan AMOS. Hasil menunjukkan bahwa 1. Service Quality berpengaruh positif terhadap Brand Image 2. Service Quality tidak berpengaruh terhadap Customer Satisfaction 3. Service Quality tidak berpengaruh positif terhadap Customer Loyalty 4. Brand Image berpengaruh positif terhadap Customer Satisfaction 5. Brand Image tidak berpengaruh positif terhadap Customer Loyalty 6. Customer Satisfaction berpengaruh positif terhadap Customer Loyalty. Hasil penelitian ini dapat bermanfaat bagi pengelola supermarket Lotte Mart untuk merancang strategi promosi yang tepat.

T his study aims to analyze the influence of Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. The sample used in this study amounted to 200 respondents with characteristics who had visited Lotte Mart supermartket. The sampling technique used was purposive sampling. The data were analyzed using SEM method with SPSS and AMOS tools. The results show that 1. Service Quality has a positive effect on Brand Image 2. Service Quality has no effect on Customer Satisfaction 3. Service Quality has no positive effect on Customer Loyalty 4. Brand Image has a positive effect on Customer Satisfaction 5. Brand Image has no positive effect on Customer Loyalty 6. Customer Satisfaction has a positive effect on Customer Loyalty. The results of this study can be useful for Lotte Mart supermarket managers to design the right promotional strategy.