MITHA, KALYANA (2022) ANALISIS PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PELAYANAN TERHADAP LOYALITAS KONSUMEN IPHONE YANG DIMEDIASI OLEH VARIABEL KEPUASAN (Studi Pada Gerai Ibox Lippo Mall Puri, Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of product quality, brand image and service in purchasing Iphone on consumer loyalty mediated by satisfaction. This research data is primary data obtained from processing questionnaires filled out by consumers who shop for iPhones at Ibox Lippo Mall Puri. The number of samples used in this study amounted to 130 respondents. The data analysis method used is Smart PLS (Partial Least Square) through the SmartPLS statistical software. Based on the results of the study, it was found that product quality, brand image & services provided to consumers were included in the good category. Likewise, customer satisfaction is also high. Furthermore, it was also found that product quality, brand image & service had a positive effect on consumer satisfaction, the same thing also product quality & brand image had a positive effect on consumer loyalty, while brand image had no positive and significant effect on consumer loyalty. Consumer satisfaction functions as a mediating variable from product quality, brand image & service variables to consumer loyalty variables. Keywords: Product Quality, Brand Image, Service, Consumer Satisfaction, Consumer Loyalty. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, citra merek dan pelayanan dalam pembelian Iphone terhadap loyalitas konsumen yang dimediasi oleh kepuasan. Data penelitian ini merupakan data primer yang didapat dari pengolahan kuesioner yang diisi oleh konsumen yang berbelanja Iphone di Ibox Lippo Mall Puri. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 130 responden. Metode analisis data yang digunakan adalah Smart PLS (Partial Least Square) melalui software statistic SmartPLS.Berdasarkan hasil penelitian ditemukan bahwa kualitas produk, citra merek & pelayanan yang diberikan terhadap konsumen sudah termasuk dalam kategori yang bagus. Demikian pula halnya kepuasan konsumen juga sudah termasuk yang tinggi. Selanjutnya ditemukan pula bahwa kualitas produk, citra merek & pelayanan berpengaruh positif terhadap kepuasan konsumen, hal yang sama juga kualitas produk & citra merek berpengaruh positif terhadap loyalitas konsumen, sedangkan untuk citra merek tidak berpengaruh positif dan signifikan terhadap loyalitas konsumen. Kepuasan konsumen berfungsi sebagai variabel mediasi dari variabel kualitas produk, citra merek & pelayanan terhadap variabel loyalitas konsumen. Kata Kunci: Kualitas Produk, Citra Merek, Pelayanan, Kepuasan Konsumen, Loyalitas Konsumen.
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