SUSANTO, SUSANTO (2014) Pengaruh Ekuitas Merek dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Layanan Telepon Seluler Esia (studi kasus di kabupaten dan kota tangerang). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This paper has a purpose to determine the significantly effect of brand equity and service quality to customer satisfaction of mobile phone user Esia, case study at Kabupaten and Kota Tangerang. The method used is descriptive explanative analysis and using non probability sampling, by incidental sampling to determine the number of samples. From the analysis of the data found that the brand equity influence positively and significantly effect to customer satisfaction. The service quality influence positively and significanly effect to customer satisfaction. Simultaneously both brand equity and service quality have a significant effect to customer satisfaction. Keywords: Brand Equity, Service Quality, Customer Satisfaction. Tesis ini bertujuan untuk mengetahui kuat pengaruh Ekuitas Merek dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pengguna jasa layanan telepon seluler Esia di Kabupaten dan Kota Tangerang. Metode penelitian yang digunakan adalah analisis deskriptif eksplanatif dan menggunakan non probability sampling, yaitu sampling insidental untuk menentukan jumlah sampel. Dari hasil analisis data ditemukan bahwa Ekuitas Merek berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan, Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Jika diuji bersama-sama, Ekuitas Merek dan Kualitas Pelayanan berpengaruh signifikan terhadap Kepuasan Pelanggan. Kata Kunci : Ekuitas Merek, Kualitas Pelayanan, Kepuasan Pelanggan.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-14-177 |
| Call Number: | TM/51/14/143 |
| NIM/NIDN Creators: | 55111110247 |
| Uncontrolled Keywords: | Ekuitas Merek, Kualitas Pelayanan, Kepuasan Pelanggan, Brand Equity, Service Quality, Customer Satisfaction. 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 14:59 |
| Last Modified: | 25 Feb 2023 04:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13775 |
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