MUTHIYA, JUNDI AL (2022) ANALISIS KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN MENDAFTAR DAN IMPLIKASINYA PADA KEPUASAN KONSUMEN SEKOLAH SEPAK BOLA BERINGIN PRATAMA BEKASI. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRACT The purpose of this research is to analyze the effect of service quality and brand image towards consumer satisfaction, as well as to determine the role of the decision to enroll as a mediating variable that affects service quality and brand image towards consumer satisfaction at the Beringin Pratama Football School Bekasi. The population in this research was all 130 students at the Beringin Pratama Football School Bekasi in 2020. The sample employed in this research was 100 respondents. The sampling method was carried out by a stratified random sampling method. In addition, this research employed the path analysis data analysis technique. Finally, this research indicated some following results, namely: service quality had positive and significant effects on the decision to enroll, the brand image had positive and significant effects on the decision to enroll, service quality had positive and significant effects on consumer satisfaction, and brand image had positive and significant effects on consumer satisfaction. Nonetheless, the decision to enroll was not proven to have positive and significant effects on consumer satisfaction. Keywords: Service Quality, Brand Image, Decision to Enroll, Consumer Satisfaction ABSTRAK Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas pelayanan dan citra merek terhadap kepuasan konsumen, serta untuk mengetahui peran keputusan mendaftar sebagai variabel mediasi yang mempengaruhi kualitas pelayanan dan citra merek terhadap kepuasan konsumen Sekolah Sepak Bola Beringin Pratama Bekasi. Populasi dalam penelitian ini adalah semua siswa di Sekolah Sepak Bola Beringin Pratama Bekasi tahun 2020 sebanyak 130 siswa. Sampel yang digunakan dalam penelitian ini sebanyak 100 responden. Metode pengambilan sampel dilakukan dengan menggunakan metode stratified random sampling. Penelitian ini menggunakan teknik analisis data analisis jalur. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan mendaftar, citra merek terbukti berpengaruh positif dan signifikan terhadap keputusan mendaftar, kualitas pelayanan terbukti berpengaruh positif dan signifikan terhadap kepuasan konsumen, citra merek terbukti berpengaruh positif dan signifikan terhadap kepuasan konsumen, dan keputusan mendaftar tidak terbukti berpengaruh positif dan signifikan terhadap kepuasan konsumen. Kata Kunci: Kualitas Pelayanan, Citra Merek, Keputusan Mendaftar, Kepuasan Konsumen
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MSDM 22 002 |
| NIM/NIDN Creators: | 55118310013 |
| Uncontrolled Keywords: | Kata Kunci: Kualitas Pelayanan, Citra Merek, Keputusan Mendaftar, Kepuasan 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 21 Oct 2022 05:54 |
| Last Modified: | 21 Oct 2022 05:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/70707 |
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