Kurniawan, Wawan (2014) Pengaruh Kualitas Layanan dan Ekuitas Merek Terhadap Kepuasan Pelanggan Pada PT. Lautan Berlian Kebon Jeruk. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Tesis ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan ekuitas merek terhadap kepuasan pelanggan pada PT. Lautan Berlian – Kebon Jeruk. Metode penelitian yang digunakan adalah analisis kausalitas explanatory dan menggunakan stratified random sampling untuk menentukan jumlah sampel. Dari hasil analisis data ditemukan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, ekuitas merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Jika diuji bersama-sama, kualitas pelayanan dan ekuitas merek berpengaruh signifikan terhadap kepuasan pelanggan. Kata Kunci : Kualitas Pelayanan, Ekuitas Merek, Kepuasan Pelanggan. This thesis aims to determine the effect of service quality and brand equity to customer satisfaction at PT. Lautan Berlian. The method used is explanation and causation analysis and using stratified random sampling to determine the number of samples. From the analysis of the data found that the quality of service and, brand equity enfluence positively and significantly effect on customer satisfaction. Simultaneously both service quality and brand equity have a significant effect on customer satisfaction. Keywords: Quality of Service, Brand Equity, Customer Satisfaction.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-14-028 |
| Call Number: | TM/51/14/119 |
| NIM/NIDN Creators: | 55111110043 |
| Uncontrolled Keywords: | Kualitas Pelayanan, Ekuitas Merek, Kepuasan Pelanggan, mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 04 Feb 2015 15:03 |
| Last Modified: | 27 Jun 2022 06:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13776 |
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