DETAIL KOLEKSI

Pengaruh brand trust, product quality, brand image, customer satisfaction terhadap consumer loyalty


Oleh : Alvania Ayuningtyas

Info Katalog

Nomor Panggil : 022001901100

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Fatik Rahayu

Subyek : Marketing--Management;Branding (Marketing)

Kata Kunci : product quality, brand image, customer satisfaction, customer loyalty, dan perceived value

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2023_TA_SMJ_022001901100_Halaman-Judul.pdf 11
2. 2023_TA_SMJ_022001901100_Lembar-Pengesahan.pdf 6
3. 2023_TA_SMJ_022001901100_Bab-1-Pendahuluan.pdf 6
4. 2023_TA_SMJ_022001901100_Bab-2-Tinjauan-Pustaka.pdf 13
5. 2023_TA_SMJ_022001901100_Bab-3-Metode-Penelitian.pdf 12
6. 2023_TA_SMJ_022001901100_Bab-4-Analisis-dan-Pembahasan.pdf 7
7. 2023_TA_SMJ_022001901100_Bab-5-Kesimpulan.pdf 2
8. 2023_TA_SMJ_022001901100_Daftar-Pustaka.pdf 4
9. 2023_TA_SMJ_022001901100_Lampiran.pdf 14

M Menurut data WINA, masyarakat Indonesia mengkonsumsi mie instan pada kategori tertinggi kedua di dunia. Karena tingginya permintaan mie instan dan ketatnya persaingan di pasar mie instan, para pemasar mie instan harus memperhatikan dengan baik unsur-unsur yang mempengaruhi loyalitas konsumen terhadap mie instan, seperti kepercayaan merek, kualitas produk, citra merek, dan kepuasan konsumen, yang harus dimunculkan dan dijadikan tujuan utama agar konsumen tetap bertahan dengan merek mie instan yang mereka konsumsi. Penelitian ini bertujuan untuk menganalisis pengaruh positif product quality terhadap consumer loyalty, menganalisis pengaruh positif brand image terhadap consumer loyalty, dan menganalisis pengaruh positif customer satisfaction terhadap consumer loyalty.Penelitian ini dilakukan pada lokasi alami (non-contrived setting). Teknik pengumpulan data yang digunakan dalam penelitian ini adalah penyebaran kuisioner. Teknik pengambilan sampel yang digunakan yaitu teknik purposive sampling. Metode analisis data yang digunakan adalah teknik pemodelan persamaan struktural (SEM). Hasil penelitian menunjukkan bahwa product quality tidak berpengaruh positif terhadap consumer loyalty; brand image tidak berpengaruh positif terhadap consumer loyalty dan customer satisfaction berpengaruh positif terhadap consumer loyalty.Dengan demikian product quality tidak terdapat pengaruh langsung terhadap consumer loyalty namun harus dimediasi oleh brand trust. Customer satisfaction tidak terdapat pengaruh langsung terhadap consumer loyalty namun harus dimediasi oleh perceived value.

A According to WINA’s data, Indonesian people occupy the second highest position in the consumption of instant noodles in the world. Due to the high demand for instant noodles and intense competition in the instant noodle market, marketers of instant noodles must pay close attention to the factors that influence consumer loyalty to instant noodles, such as brand trust, product quality, brand image, and consumer satisfaction, which must be must be raised and made as the main goal, so the consumers will stick with the instant noodle brand that they consume. The purposes of this study are to analyze the positive effect of product quality on consumer loyalty, analyze the positive effect of brand image on consumer loyalty, and analyze the positive effect of customer satisfaction on consumer loyalty.This study was done in natural location (non-contrived setting). The data collection technique used in this study was distributing questionnaires. The sampling technique used is purposive sampling technique. The data analysis method used is the structural equation modeling technique (SEM). The results of this study show that product quality has no positive effect on consumer loyalty; brand image has no positive effect on consumer loyalty and customer satisfaction has positive effect on consumer loyalty. Therefore, product quality does not have a direct effect on consumer loyalty but must be mediated by brand trust. Customer satisfaction has no direct effect on consumer loyalty but must be mediated by perceived value

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