PENGARUH CITRA MEREK, KUALITAS PELAYANAN, ELECTRONIC WORD OF MOUTH TERHADAP KEPUASAN PELANGGAN (Studi Pada Kantor Penjualan Garuda Gallery Senayan City DKI Jakarta)

AGEPUTRI, AMALIA RIZKINDARI (2025) PENGARUH CITRA MEREK, KUALITAS PELAYANAN, ELECTRONIC WORD OF MOUTH TERHADAP KEPUASAN PELANGGAN (Studi Pada Kantor Penjualan Garuda Gallery Senayan City DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of brand image, service quality, and electronic word of mouth on customer satisfaction. Population in this research is customers of Garuda Indonesia Gallery Senayan City. The sample used is 206 customers. The sampling method uses judgement sampling. The methods of data collection using survey, with the research instrument is a questionnaire. The data analysis method using Structural Equation Modeling (SEM) with Smart PLS version 4.0. This study shows that brand image has a positive and significant effect on customer satisfaction. Service quality has a positive and significant effect on customer satisfaction. Electronic word of mouth (E-WOM) has a positive and significant effect on customer satisfaction. Keywords: Brand Image, Service Quality, Electronic Word Of Mouth (e-WOM), Customer Satisfaction. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas pelayanan, dan electronic word of mouth terhadap kepuasan pelanggan. Populasi dalam penelitian ini adalah konsumen Garuda Indonesia Gallery Senayan City. Sampel yang digunakan adalah sebanyak 206 konsumen. Metode penarikan sampel menggunakan metode judgement sampling. Metode pangumpulan data menggunakan metode survei, dengan instrument penelitian kuesioner. Metode analisis data menggunakan Structural Equation Modeling (SEM) dengan Smart PLS Versi 4.0. Hasil penelitian ini menunnjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Electronic word of mouth berpengaruh positif dan signifikan terhadap kepuasan pelanggan, Kata kunci: Citra Merek, Kualitas Pelayanan, Electronic Word Of Mouth (EWOM), Kepuasan Pelanggan.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 099
NIM/NIDN Creators:	43119110014
Uncontrolled Keywords:	Citra Merek, Kualitas Pelayanan, Electronic Word Of Mouth (EWOM), Kepuasan Pelanggan.
Subjects:	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 700 Arts/Seni, Seni Rupa, Kesenian > 720 Architecture/Arsitektur > 727 Building for Educational and Research Purposes/Arsitektur Gedung Institusi Pendidikan dan Penelitian > 727.7 Gallery Buildings Architecture/Arsitektur Galeri dan Gedung Kesenian 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	17 May 2025 07:55
Last Modified:	17 May 2025 07:55
URI:	http://repository.mercubuana.ac.id/id/eprint/95538

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