TRISNAWAN, FAATHIRRAJAF (2025) ANALISIS LOYALITAS PELANGGAN MELALUI KUALITAS PELAYANAN, HARGA, CITRA MEREK DAN KEPUASAN PELANGGAN SEBAGAI MEDIASI PADA PT ANGKASA PURA LOGISTIK DI TERMINAL KARGO BANDAR UDARA I GUSTI NGURAH RAI. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the factors that affect Customer Loyalty at the Cargo Terminal of PT Angkasa Pura Logistik I Gusti Ngurah Rai Airport Denpasar by using service quality, price and brand image as research variables through customer satisfaction. The population of this study is customers from PT. Angkasa Pura Logistics with a sample of 164 respondents. The results of this study show that of the four variables, including price to customer loyalty through customer satisfaction as mediation, brand image to customer loyalty through customer satisfaction as mediation, price to customer loyalty and brand image to customer loyalty which have a positive and significant effect. Meanwhile, the quality of service to customer loyalty through customer satisfaction as a mediator, the quality of service to customer loyalty and the brand image to customer loyalty have no positive and significant effect. Keywords: Service Quality, Price, Brand Image, Customer Satisfaction, Customer Loyalty Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi Loyalitas Pelanggan pada Terminal Kargo PT Angkasa Pura Logistik Bandara I Gusti Ngurah Rai Denpasar dengan menggunakan kualitas layanan, harga dan citra merek sebagai variable penelitian melalui kepuasan pelanggan. Populasi dari penelitian ini adalah pelanggan dari PT. Angkasa Pura Logistik dengan jumlah sampel sebanyak 164 responden. Hasil penelitian ini menunjukkan bahwa dari keempat variabel diantaranya harga terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai mediasi, citra merek terhadap terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai mediasi, harga terhadap loyalitas pelanggan dan citra merek terhadap loyalitas pelanggan yang berpengaruh positif dan signifikan. Sedangkan kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai mediasi, kualitas pelayanan terhadap loyalitas pelanggan dan citrak merek terhadap loyalitas pelanggan tidak berpengaruh positif dan signifikan. Kata Kunci: Kualitas Pelayanan, Harga, Citra Merek, Kepuasan Pelanggan, Loyalitas Pelanggan
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