PENGARUH SERVICE QUALITY, CUSTOMER RELATIONSHIP MARKETING, DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

WINDIARI, ILHAM (2025) PENGARUH SERVICE QUALITY, CUSTOMER RELATIONSHIP MARKETING, DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING. S2 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 COVER.pdf Download (426kB) | Preview
	Text (BAB I) 02 BAB 1.pdf Restricted to Registered users only Download (258kB)
	Text (BAB II) 03 BAB 2.pdf Restricted to Registered users only Download (293kB)
	Text (BAB III) 04 BAB 3.pdf Restricted to Registered users only Download (342kB)
	Text (BAB IV) 05 BAB 4.pdf Restricted to Registered users only Download (525kB)
	Text (BAB V) 06 BAB 5.pdf Restricted to Registered users only Download (52kB)
	Text (DAFTAR PUSTAKA) 07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (54kB)
	Text (LAMPIRAN) 08 LAMPIRAN.pdf Restricted to Registered users only Download (3MB)

Abstract

Nowadays, intense competition does not only occur in the economic sector, but also penetrates the education sector. There is an analysis gap between information system services, the role of customer relations, and the image of the institution that has not been recognized, has an impact on student satisfaction, as well as the alleged declide in new student based on student and family recommendations. With the consideration of service quality, strategies to build relationships with customers and improve brand image, will determine the level of student satisfaction so as to form student loyalty. This study aims to analyze the effect of Service Quality, Customer Relationship Marketing and Brand Image on Loyalty with Satisfaction as an intervening variable (case study of Academy Telkom Jakarta). This research is categorized in Explanatory Research, with the method of survey using a questionnaire. The sampling technique used is Probability Sampling for a population of 506 student, and considering 305 respondents with Stratified Random sampling method. The analysis used LISREL 8.70 for Structural Equation Modeling (SEM), with a factor loading of 0.05. The results, concluded that there is a relationship between the SERVQUAL, CRM and BRAND variables with the SATISFACTION and LOYALITY variables. Be concluded that, if service quality, customer relationship marketing and brand image are improved, the level of satisfaction will increase, followed by an increase in consumer loyalty. Keywords : SERVQUAL, CRM, Brand Image, Satisfaction, Loyalty. Saat ini, persaingan yang ketat tidak hanya terjadi pada sektor ekonomi, tetapi juga merambah ke sektor pendidikan. Terjadi gap antara layanan sistem informasi, peran hubungan pelanggan, dan citra institusi yang belum dikenali, berdampak pada kepuasan mahasiswa, serta dugaan penurunan mahasiswa baru berdasarkan rekomendasi mahasiswa dan keluarga. Dengan pertimbangan kualitas pelayanan, strategi membangun hubungan dengan pelanggan serta perbaikan citra merek, akan menentukan tingkat kepuasan mahasiswa sehingga membentuk loyalitas mahasiswa. Penelitian ini bertujuan untuk menganalisis pengaruh variabel kualitas pelayanan (SERVQUAL), Customer Relationship Marketing (CRM) dan juga Citra Merek (Brand Image) terhadap Loyalitas dengan variabel Kepuasan sebagai variabel intervening (studi kasus Akademi Telkom Jakarta). Penelitian ini dikategorikan dalam Explanatory Research, dengan metode survei data menggunakan kuesioner. Teknik pengambilan sampel nya menggunakan Probability Sampling untuk populasi sebanyak 506 mahasiswa dan metode Stratified Random Sampling, dengan responden sebanyak 305 mahasiswa. Metode analisis Structural Equation Modeling (SEM) menggunakan program LISREL 8.70 dengan nilai factor loading 0.05. Hasil penelitian ini dapat disimpulkan bahwa terdapat hubungan antara variabel KUALITAS PELAYANAN, CRM dan CITRA MEREK dengan variabel KEPUASAN serta variabel LOYALITAS. Sehingga dapat disimpulkan bahwa, jika kualitas pelayanan, strategi hubungan pelanggan dan juga citra merek mengalami peningkatan maka kepuasan pelanggan akan ikut meningkat, diiringi juga dengan peningkatan loyalitas pelanggan. Kata Kunci: Kualitas Pelayanan, CRM, Citra Merek, Kepuasan, Loyalitas.

Item Type:	Thesis (S2)
Call Number CD:	PENGARUH SERVICE QUALITY, CUSTOMER RELATIONSHIP MARKETING, DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING
NIM/NIDN Creators:	55115120223
Uncontrolled Keywords:	Kualitas Pelayanan, CRM, Citra Merek, Kepuasan, Loyalitas.
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 > 069.2 Museum Management and Use of Physical Plant/Manajemen Museum > 069.29 Utilities and Related Facilities/Kegunaan dan Fasilitas Terkait 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 > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	25 Oct 2025 03:56
Last Modified:	25 Oct 2025 03:56
URI:	http://repository.mercubuana.ac.id/id/eprint/99785

Actions (login required)

View Item