PENGARUH CITRA MEREK, KUALITAS LAYANAN, KEPERCAYAAN TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Studi Kasus Pada Pelanggan Pt Prisma Harapan)

LISSHA, CITRA MEGA (2019) PENGARUH CITRA MEREK, KUALITAS LAYANAN, KEPERCAYAAN TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN (Studi Kasus Pada Pelanggan Pt Prisma Harapan). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This was study aims to analyze the influence of brand image, service quality, trust in customer satisfaction and customer loyalty at PT Prisma Harapan. The method used the survey method using a questionnaire. This research was conducted by distributing questionnaires to 121 customers who used the services of PT Prisma Harapan. The observation results were be analyzed using the analytical tool used, namely The Structural Equation Modeling (SEM) of the AMOS statistical software package used in the model and hypothesis testing. The results showed that brand image has a significant effect on customer loyalty through customer satisfaction, service quality has a significant effect on customer loyalty through customer satisfaction and trust has a significant effect on customer loyalty through customer satisfaction. The conclusion of this study proved that customer satisfaction has a role as a mediating variable between brand image, service quality and trust in customer loyalty. Keywords: brand image, service quality, trust, customer satisfaction, customer loyalty Penelitian ini bertujuan untuk melakukan analisis pengaruh citra merek, kualitas layanan, kepercayaan terhadap kepuasan pelanggan dan loyalitas pelanggan pada PT Prisma Harapan. Metode yang digunakan adalah metode survey dengan menggunakan kuesioner. Penelitian ini dilakukan dengan membagikan kuisioner kepada 121 pelanggan yang menggunakan jasa PT Prisma Harapan. Hasil observasi di analisis dengan menggunakan The Structural Equation Modelling (SEM) dari paket software statistik AMOS yang digunakan dalam model dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa citra merek berpengaruh signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan, kualitas layanan berpengaruh signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan dan kepercayaan berpengaruh signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan. Kesimpulan dari penelitian ini terbukti bahwa kepuasan pelanggan memiliki peran sebagai variabel mediasi antara citra merek, kualitas layanan dan kepercayaan terhadap loyalitas pelanggan. Kata Kunci: citra merek, kualitas layanan, kepercayaan, kepuasan pelanggan, loyalitas pelanggan

Item Type: Thesis (S2)
Call Number CD: CD/551. 19 052
Call Number: TM/51/19/052
NIM: 55116120017
Uncontrolled Keywords: citra merek, kualitas layanan, kepercayaan, kepuasan pelanggan, loyalitas pelanggan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.4 Journalism/Jurnalisme, Jurnalistik, Pers > 070.48 Journalism Directed to Special Groups/Jurnalistik Disutradarai oleh Kelompok Khusus > 070.486 Occupational and Employee Groups/Kelompok Kerja dan Karyawan
100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 174 Occupational Ethics/Etika Jabatan, Etika Profesi > 174.1 Clergy/Etika Karyawan
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 331 Labor Economics/Ekonomi Perburuhan
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 331 Labor Economics/Ekonomi Perburuhan > 331.2 Conditions of Employment/Kondisi Buruh, Kondisi Pekerja, Kondisi Pegawai, Kondisi Karyawan
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 647 Management Housekeeping/Pengaturan Pekerjaan Rumah Tangga > 647.3 Outdoor Employees/Karyawan Di Luar Ruangan
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 647 Management Housekeeping/Pengaturan Pekerjaan Rumah Tangga > 647.6 Employee Hours and Duties/Jam dan Tugas Karyawan
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Dec 2019 02:39
Last Modified: 09 Jan 2020 04:20
URI: http://repository.mercubuana.ac.id/id/eprint/52528

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