PENGARUH BRAND IMAGE DAN CUSTOMER SATISFACTION TERHADAP BRAND LOVE DAN BRAND LOYALTY PADA PENGGUNA MOBIL TOYOTA AVANZA DI KOTA JAKARTA SELATAN

LESMANA, REZA NUR (2019) PENGARUH BRAND IMAGE DAN CUSTOMER SATISFACTION TERHADAP BRAND LOVE DAN BRAND LOYALTY PADA PENGGUNA MOBIL TOYOTA AVANZA DI KOTA JAKARTA SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aimed to analysze Brand Image and Customer Satisfaction Brand Love and Branf Loyalty Toyota Avanza users in Sout Jakarta City. The object of this research was Toyota Avanza users in South Jakarta City. This research consists of four variables: two dependent variable and two independent variables. They are Brand Loyalty (Y2), Brand Love (Y1), Customer Satisfaction (X2), and Brand Image (X1). This research was conducted using a sample of 115 people. This research used purposive sampling, based on respondents who have Honda Jazz as personal car, aged 20 years and over. Data are taken by giving respondents structural questionaires. In terms of data analysis, this research used Structural Equation Modeling (SEM) with SmartPLS. Based on the hypothesis test conducted, research shows that Brand Image has significant and positive effect toward Brand Love, Customer Satisfaction has significant and positive effect toward Brand Love. Brand Image has significant and positive effect toward Brand Loyalty, Customer Satisfaction has significant and positive effect toward Brand Loyalty and Brand Love has significant and positive effect toward Brand Loyalty. Keywords:Brand Image, Customer Satisfaction, Brand Love and Brand Loyalty Penelitian ini bertujuan untuk menganalisis Citra Merek dan Kepuasan Pelanggan terhadap Cinta Merek and Loyalitas Merek Pengguna Toyota Avanza di Kota Jakarta Selatan. Objek penelitian ini adalah pengguna Toyota Avanza di Kota Jakarta Selatan. Penelitian ini terdiri dari empat variabel: dua variabel dependen dan dua variabel independen. Mereka adalah Loyalitas Merek (Y2), Cinta Merek (Y1), Kepuasa Pelanggan (X2), dan Citra Merek (X1). Penelitian ini dilakukan dengan menggunakan sampel 115 orang. Penelitian ini menggunakan purposive sampling, berdasarkan responden yang memiliki Toyota Avanza sebagai mobil pribadi, berusia 20 tahun ke atas. Data diambil dengan memberikan responden kuesioner struktural. Dalam hal analisis data, penelitian ini menggunakan Structural Equation Modeling (SEM) dengan SmartPLS. Berdasarkan uji hipotesis yang dilakukan, penelitian menunjukkan bahwa Citra Merek memiliki pengaruh yang signifikan dan positif terhadap Brand Love, Kepuasan Pelanggan memiliki pengaruh yang signifikan dan positif terhadap Brand Love. Citra Merek memiliki pengaruh yang signifikan dan positif terhadap Loyalitas Merek, Kepuasan Pelanggan memiliki pengaruh yang signifikan dan positif terhadap Loyalitas Merek dan Cinta Merek memiliki pengaruh yang signifikan dan positif terhadap Loyalitas Merek. Kata kunci: Citra Merek, Kepuasan Pelanggan, Cinta Merek, Loyalitas Merek

Item Type: Thesis (S1)
Call Number: SE/31/18/591
NIM: 43116110238
Uncontrolled Keywords: Citra Merek, Kepuasan Pelanggan, Cinta Merek, Loyalitas Merek
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 002 The Book/Buku > 002.01-002.09 Standard Subdivision of Book/Subdivisi Standar dari Buku > 002.074 Museums, Collections, Exhibits/Museum, Koleksi, Pameran
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 707 Education, Research of Arts/Pendidikan, Riset dan Topik Terkait di Bidang Kesenian > 707.4 Temporary and Travelling Collections and Exhibits/Koleksi dan Pameran Perjalanan
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 798 Equestrian Sports and Animal Racing > 798.2 Horsemanship/Olah Raga Berkuda > 798.24 Riding Exhibitions and Competititons/Pameran dan Kompetisi Mengemudi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 13 May 2019 04:11
Last Modified: 13 May 2019 04:11
URI: http://repository.mercubuana.ac.id/id/eprint/47936

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