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.
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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 ii ABSTRAK 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 |
| NIM/NIDN Creators: | 55116120017 |
| Uncontrolled Keywords: | citra merek, kualitas layanan, kepercayaan, kepuasan pelanggan, loyalitas pelanggan |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 29 Dec 2021 16:20 |
| Last Modified: | 19 Apr 2022 06:50 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53208 |
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