Desyana, Desyana (2019) PENGARUH CITRA MEREK, KUALITAS PRODUK, KESADARAN MEREK TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA PADA LOYALITAS KONSUMEN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aimed to analyze the effect of brand image, product quality, brand awareness on consumer satisfaction and its impact on consumer loyalty. Research are the customers Pt altindo mulia (Specializing in food and drink packaging) using convenience technique,questionnaire was distributed by 100 people and using multiple linear regression method. Research data processing using SPSS 24. Based on the results of the study it was found that , brand image, product quality, brand awareness both partially and simultaneous had a positive and significant effect on customer satisfaction, It was also found, brand image, product quality, brand awareness, customer satisfaction both partially and simultaneous had a positive and significant effect on consumer loyalty. Third, the partial test results prove that the brand image variable on customer satisfaction. Fourth, the variable of customer satisfaction has the strongest and most significant influence on customer loyalty. It is suggested that the company should optimize brand image activity by enhancing consumer experience, product quality, and also brand awareness simultaneously. This is important, because the results of the study show that the brand image and product quality variables have no significant effect on customer satisfaction. Keywords: Brand Image, Product Quality, Brand Awareness, Consumer Satisfaction, Consumer Loyalty. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas produk, kesadaran merek terhadap kepuasan konsumen dan dampaknya terhadap loyalitas konsumen. Penelitian adalah pelanggan Pt altindo mulia (Mengkhususkan dalam kemasan makanan dan minuman) menggunakan teknik convenience, kuesioner didistribusikan oleh 100 orang dan menggunakan metode regresi linier berganda. Pemrosesan data penelitian menggunakan SPSS 24. Berdasarkan hasil penelitian ditemukan bahwa, citra merek, kualitas produk, kesadaran merek baik secara parsial maupun simultan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, juga ditemukan, citra merek, produk kualitas, kesadaran merek, kepuasan pelanggan baik secara parsial maupun simultan berpengaruh positif dan signifikan terhadap loyalitas konsumen. Ketiga, hasil pengujian parsial membuktikan bahwa variabel citra merek terhadap kepuasan pelanggan. Keempat, variabel kepuasan pelanggan memiliki pengaruh paling kuat dan paling signifikan terhadap loyalitas pelanggan. Berdasarkan hasil penelitian, maka disarakan kepada manajemen PT. Altindo Mulia untuk mengoptimalkan aktivitas citra merek dengan meningkatkan pengalaman konsumen, kualitas produk, dan juga kesadaran merek secara simultan. Hal ini penting, karena hasil penelitian menunjukkan bahwa variabel citra merek dan kualitas produk berpengaruh tidak signifikan terhadap kepuasan konsumen. Peneliti juga berharap hasil penelitian ini dapat dijadikan referensi untuk penelitian sejenis khususnya terkait variabel kesadaran merek, citra merek, dan kepuasan konsumen Kata kunci: Citra Merek,Kualitas Produk, Kesadaran Merek, Kepuasan Konsumen, Loyalitas Konsumen
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-19-008 |
| Call Number: | T-51-MPS-19-016 |
| NIM/NIDN Creators: | 55117110133 |
| Uncontrolled Keywords: | Brand Image, Product Quality, Brand Awareness, Consumer Satisfaction, Consumer Loyalty. Citra Merek,Kualitas Produk, Kesadaran Merek, Kepuasan Konsumen, Loyalitas Konsumen. Manajemen Pemasaran (MPS) |
| 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: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 16 Feb 2022 02:47 |
| Last Modified: | 18 Jun 2022 05:35 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56162 |
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