PENGARUH CITRA MEREK, KUALITAS PELAYANAN, PROMOTIONAL MIX PADA PENINGKATAN LOYALITAS PELANGGAN (Studi pada Salon Johnny Andrean)

SHIDQIAH, ADE IMASH (2023) PENGARUH CITRA MEREK, KUALITAS PELAYANAN, PROMOTIONAL MIX PADA PENINGKATAN LOYALITAS PELANGGAN (Studi pada Salon Johnny Andrean). S1 thesis, Universitas Mercu Buana Jakarta.

	Text (HAL COVER) 01 COVER.pdf Download (334kB)
	Text (ABSTRAK) 02 ABSTRAK.pdf Download (77kB)
	Text (BAB I) 03 BAB 1.pdf Restricted to Registered users only Download (129kB)
	Text (BAB II) 04 BAB 2.pdf Restricted to Registered users only Download (348kB)
	Text (BAB III) 05 BAB 3.pdf Restricted to Registered users only Download (150kB)
	Text (BAB IV) 06 BAB 4.pdf Restricted to Registered users only Download (556kB)
	Text (BAB V) 07 BAB 5.pdf Restricted to Registered users only Download (81kB)
	Text (DAFTAR PUSTAKA) 08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (152kB)
	Text (LAMPIRAN) 09 LAMPIRAN.pdf Restricted to Registered users only Download (1MB)

Abstract

The purpose of this study was to examine "the influence of brand image, service quality, promotional mix on increasing customer loyalty (study at johnny andrean salon)". The population of this research is the people of DKI Jakarta. The research sample used was 220 respondents. The data collection methodused is a survey, the research instrument is a questionnaire. The data analysis method used is descriptive analysis and the hypothesis is tested using the StructuralEquation Model (SEM) with the Smart-PLS (Partial Least Square) program. The results showed that Brand Image has a positive and significant effect on Customer Loyalty at Johny Andrean School and Training Salon. Service Quality has a positive and significant effect on Customer Loyalty at Johny Andrean School and Training Salon. Promotion Mix has a positive and significant effect on Customer Loyalty at Johny Andrean School and Training Salon. Keywords: brand image, service quality, customer satisfaction, increased customer loyalty, Johnny Andrean Tujuan penelitian ini adalah untuk menguji “Pengaruh pengaruh citra merek, kualitas pelayanan, Promotional Mix pada peningkatan loyalitas pelanggan (studi pada salon johnny andrean)”. Populasi penelitian ini adalah masyarakat DKI Jakarta. Sampel penelitian yang digunakan sebanyak 220 orang responden. Metode pengumpulan data yang digunakan adalah survey, instrumen penelitian ini adalah kuisioner. Metode analisis data yang digunakan adalah analisis deskriptif dan hipotesis diuji menggunakan Structural Equation Model (SEM) dengan proses Smart-PLS (Partial Least Square) program. Hasil penelitian menunjukan bahwa Citra Merek berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan di Salon Johny Andrean School and Training. Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan di Salon Johny Andrean School and Training. Promotional Mix berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan di Salon Johny Andrean School and Training. Kata kunci: citra merek, kualitas pelayanan, promotional mix, peningkatan loyalitas pelanggan, Johnny Andrean

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 433
NIM/NIDN Creators:	43119010189
Uncontrolled Keywords:	citra merek, kualitas pelayanan, promotional mix, peningkatan loyalitas pelanggan, Johnny Andrean
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.62 Regulations for Patrons/Peraturan untuk Pelanggan 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	24 Nov 2023 06:30
Last Modified:	04 Dec 2023 06:58
URI:	http://repository.mercubuana.ac.id/id/eprint/84300

Actions (login required)

View Item