PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (STUDI PADA KONSUMEN KOPI KENANGAN, TEBET)

Simanjuntak, Natalia Rosauli Basa (2023) PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (STUDI PADA KONSUMEN KOPI KENANGAN, TEBET). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This research was conducted to determine the effect of merek image, service quality and price on customer satisfaction and its effect on customer loyalty. The object of this research is Kopi Kenangan, Tebet. This research was conducted on 150 respondents using a quantitative descriptive method. Therefore, the data analysis used is statistical analysis in the form of Smart PLS. The results of this study indicate that the merek image variable has a positive and insignificant effect on customer satisfaction, service quality has a negative and insignificant effect on customer satisfaction, price has a positive and significant effect on customer satisfaction, merek image has a positive and insignificant effect on customer loyalty, quality service has a negative and insignificant effect on customer loyalty, price has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, merek image through customer satisfaction has a positive and significant effect not significant effect on customer loyalty, service quality through customer satisfaction negative and insignificant effect on consumer loyalty, price through customer satisfaction has a positive and significant effect on customer loyalty. Penelitian ini dilakukan dalam rangka untuk mengetahui pengaruh citra merek, kualitas pelayanan dan harga terhadap kepuasan konsumen dan dampaknya terhadap loyalitas konsumen. Objek penelitian ini adalah Kopi Kenangan, Tebet. Penelitian ini dilakukan terhadap 150 responden dengan menggunakan metode deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk Smart PLS. Hasil penelitian ini menunjukan bahwa variabel citra merek berpengaruh positif dan tidak signifikan terhadap kepuasan konsumen, kualitas pelayanan berpengaruh negatif dan tidak signifikan terhadap kepuasan konsumen, harga berpengaruh positif dan signifikan terhadap kepuasan konsumen, citra Merek berpengaruh positif dan tidak signifikan terhadap loyalitas konsumen, kualitas pelayanan berpengaruh negatif dan tidak signifikan terhadap loyalitas konsumen, harga berpengaruh positif dan signifikan terhadap loyalitas konsumen, kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen, citra merek melalui kepuasan konsumen berpengaruh positif dan tidak signifikan terhadap loyalitas konsumen, kualitas pelayanan melalui kepuasan konsumen berpengaruh negatif dan tidak signifikan terhadap loyalitas konsumen, harga melalui kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55119120042
Uncontrolled Keywords: Merek Image, Service Quality, Price, Customer Satisfaction, Customer Loyalty Citra Merek, Kualitas Pelayanan, Harga, Kepuasan Konsumen, Loyalitas Konsumen
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
Divisions: Pascasarjana > Magister Manajemen
Depositing User: NAIMAH NUR ISLAMIDIYANAH
Date Deposited: 25 Jul 2025 02:20
Last Modified: 25 Jul 2025 02:20
URI: http://repository.mercubuana.ac.id/id/eprint/96235

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