SUGIARTI, LILIS (2021) PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PT POS INDONESIA (Studi pada PT Pos Indonesia Cabang Kebon Jeruk). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the relationship between the variables of brand image, brand trust and service quality on customer satisfaction at PT Pos Indonesia. The object of this research is consumers who have used PT Pos Indonesia services, with a sample of 167 respondents. The approach used in this study is the Component or Variance Based Structural Equation Model with analysis tools (Smart-PLS 3.0). The results of this study prove that their image has a significant effect on customer satisfaction. Brand trust has a positive and significant effect on customer satisfaction. Service quality has a negative and insignificant effect on customer satisfaction. Keywords: Brand Image, Brand Trust, Service Quality, Customer Satisfaction Penelitian ini bertujuan untuk menganalisis hubungan antar variabel citra merek, kepercayaan merek dan kualitas pelayanan terhadap kepuasan pelanggan PT Pos Indonesia. Objek penelitian ini merupakan konsumen yang pernah mengunakan jasa PT Pos Indonesia, dengan sample sebanyak 167 responden. Pendekatan yang digunakan dalam penelitian ini adalah Component atau Variance Based Structural Equation Model dengan alat analisis (Smart-PLS 3.0). Hasil Penelitian ini membuktikan bahwa citra mereka berpengaruh signifikan terhadap kepuasan pelanggan. Kepercayaan merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kualitas pelayanan berpengaruh negatif dan tidak signifikan terhadap kepuasan pelanggan. Kata kunci : Citra Merek, Kepercayaan Merek, Kualitas Pelayanan Kepuasan Pelanggan
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116120229 |
| Uncontrolled Keywords: | Citra Merek, Kepercayaan Merek, Kualitas Pelayanan Kepuasan Pelanggan |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 22 Jul 2023 04:36 |
| Last Modified: | 22 Jul 2023 04:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79485 |
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