PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP LOYALITAS KONSUMEN PENGGUNA SEPEDA UNITED DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI

WINARNO, ARIFIN (2022) PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP LOYALITAS KONSUMEN PENGGUNA SEPEDA UNITED DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and analyze the effect of Brand Image, Product Quality, and Price Perception on Consumer Loyalty of United Bike Users with Consumer Satisfaction as a Mediation Variable. This research design uses a causal research design. The population in this study are all consumers who use or know United's brand bicycles in the Cengkareng area of West Jakarta. The number of samples used as many as 220 respondents. The instrument used is a questionnaire. Data analysis method using Partial Least Square (PLS). The results showed that Brand Image had a positive and significant effect on consumer satisfaction. Product quality has a positive and significant effect on consumer satisfaction. Price perception has a positive and significant effect on consumer satisfaction. Consumer satisfaction has a positive and significant effect on consumer loyalty. Brand Image has a positive and significant effect on consumer loyalty. Product quality has a positive and significant effect on consumer loyalty. Price Perception has a positive and significant effect on consumer satisfaction. Keywords: Brand Image, Product Quality, Price Perception, Consumer Satisfaction, Consumer Loyalty Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand image, kualitas produk, dan persepsi harga terhadap loyalitas konsumen pengguna Sepeda United dengan kepuasan konsumen sebagai variabel mediasi. Desain penelitian ini menggunakan desain penelitian kausal. Populasi pada penelitian ini adalah seluruh konsumen yang menggunakan atau yang mengetahui sepeda merek United di wilayah Cengkareng Jakarta Barat. Adapun jumlah sampel yang digunakan sebanyak 220 responden. Instrumen yang digunakan dengan kuesioner. Metode analisis data menggunakan Partial Least Square (PLS). Hasil penelitian menunjukan bahwa Brand Image berpengaruh positif dan signifikan terhadap kepuasan konsumen. Kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen. Persepsi Harga berpengaruh positif dan signifikan terhadap kepuasan konsumen. Kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen. Brand Image berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kualitas produk berpengaruh positif dan signifikan terhadap loyalitas konsumen. Persepsi Harga berpengaruh positif dan signifikan terhadap kepuasan konsumen. Kata Kunci: Brand Image, Kualitas Produk, Persepsi Harga, Kepuasan Konsumen, Loyalitas Konsumen

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 317
NIM/NIDN Creators: 43117110192
Uncontrolled Keywords: Brand Image, Kualitas Produk, Persepsi Harga, Kepuasan Konsumen, Loyalitas Konsumen
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 07 Dec 2022 05:30
Last Modified: 07 Dec 2022 05:30
URI: http://repository.mercubuana.ac.id/id/eprint/72253

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