AZIS, IRHAM ABDUL (2022) PENGARUH KESADARAN MEREK, ASOSIASI MEREK DAN PRESEPSI KUALITAS TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN (STUDI APLIKASI PIJAR MAHIR). S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
This study is aimed to examine the effect of brand awareness, brand association, and perceived quality on consumer loyalty by using satisfaction as a connecting factor. The sample used is 256 users of the Pijar Mahir platform with various demographic backgrounds. The results of the study show that there is a positive and significant influence between brand awareness on satisfaction, brand association on consumer satisfaction, brand awareness on consumer loyalty, brand association on consumer loyalty, and consumer satisfaction on consumer loyalty. This study also shows that brand association has a negative effect on consumer satisfaction. While perceived quality shows that there is no positive and significant effect between perceived quality and consumer loyalty statistically. Keywords: Brand Association, Brand Awareness, Consumer Satisfaction, Consumer Loyalty, Perceived Quality. Penelitian ini bertujuan menguji pengaruh kesadaran merek, asosiasi merek, dan presepsi kualitas terhadap loyalitas konsumen dengan menggunakan kepuasan sebagai faktor penghubung. Sampel yang digunakan adalah 256 pengguna palatform Pijar Mahir dengan berbagai latar belakang demografi. Hasil studi menunjukan bahwa terdapat pengaruh positif dan signifikan antara kesadaran merek terhadap kepuasan konsumen, presepsi kualitas terhadap kepuasan konsumen, kesadaran merek terhadap loyalitas konsumen, asosiasi merek terhadap loyalitas konsumen, dan kepuasan konsumen terhadap loyalitas konsumen. Pada penelitian ini juga menunjukan bahwa asosiasi merek berpengaruh negatif terhadap kepuasan konsumen. Sedangkan presepsi kualitas menunjukan tidak terdapat pengaruh positif dan signifikan antara Presepsi kualitas dengan loyalitas konsumen secara statistik. Kata Kunci : Asosiasi Merek, Kesadaran Merek, Kepuasan Konsumen. Loyalitas Konsumen, Presepsi Kualitas.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55119110032 |
| Uncontrolled Keywords: | Brand Association, Brand Awareness, Consumer Satisfaction, Consumer Loyalty, Perceived Quality. Asosiasi Merek, Kesadaran Merek, Kepuasan Konsumen. Loyalitas Konsumen, Presepsi Kualitas. 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: | RIA SYAFITRI |
| Date Deposited: | 19 Oct 2022 02:16 |
| Last Modified: | 19 Oct 2022 02:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/70573 |
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