Analisis Pengaruh Brand Image, Service Quality, dan Perceived Value terhadap Kepuasan Pelanggan yang Berdampak pada Brand Loyalty (Studi pada Pengguna Kartu Prabayar Indosat di Kota Semarang)

Abstract

This research aims to find out if the Brand Image, Service Quality, Perceived Value, effect on customer satisfaction, which have an impact on Brand Loyalty in Users Indosat prepaid card in the city of Semarang. This research was conducted by questionnaire method to 100 respondents product users Indosat gained by using non-probability sampling techniques. The type of sampling used is purposive sampling. As for the population in this research is the use of consumer products PT. Indosat over 2 years and live in the city of Semarang who are at least 17 years. Methods of data analysis in this study is: test validity and reliability, test the assumptions of multiple regression analysis, classical, test the hypothesis test with t-test and F-test, as well as analysis of the coefficient of determination (R2). Based on the test results analysis, the regression equation is obtained as follows: Y1 = 0,228X1 + 0,614X2 + 0,154X3 And Y2 = 0,953Y1 Hypothesis testing is done using the t-test showed that the variables at the top of the Brand Image (x 1), Service Quality (x 2), Perceived Value (x 3), a positive and significant effect on customer satisfaction (y1). Then customer satisfaction (y1) positive and significant impact on Brand Loyalty (y2). Subsequent testing of the f-test is done shows that the variable Brand Image, Service Quality, Perceived Value worth to test variables the dependent vii variables as customer satisfaction, customer satisfaction and variable as the variable was declared eligible for moderation test variable is brand loyalty. Adjusted R Square shows that brand image, service quality and perseived value in explaining variation in the dependent variable customer satisfaction is for 96,5% and the rest is a 3.5% is affected by other variables. As for the ability for customer satisfaction in its position as a variable in explaining variations in moderation variab