ANALISIS PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada Pelanggan Air Minum Dalam Kemasan Club di Semarang)

WIDIASWARA, Tias and SUTOPO , Sutopo (2017) ANALISIS PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada Pelanggan Air Minum Dalam Kemasan Club di Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This research is motivated by the decrease in customer satisfaction of Club mineral water that can influence the loyalty of Club mineral water customers. Based on the problem, this research aims to examine the effect of product quality and brand image on customer loyalty through customer satisfaction as the intervening variable. This research was conducted by distributing questionnaires to Club mineral water customers in Semarang with purposive sampling method. The samples used were 100 respondents of Club mineral water customers. The data were processed using software SPSS 23, and the analysis used were multiple linear regression analysis and test of Sobel to test the mediation effect of the independent variable to the dependent variable. The result showed that product quality and brand image have positive and significant effect to customer satisfaction with the result of Y1 = 0,331 X1 + 0,463 X2, and brand image, product quality, and customer satisfaction have positive and significant influence to customer loyalty with the result Y2 = 0,206 X1 + 0.318 X2 + 0.311Y1. The result of the Sobel test shows that there is influence between product quality to customer loyalty through customer satisfaction as the intervening variable. Similarly, the brand image variable has an influence on customer loyalty through customer satisfaction. This is because of the value of t arithmetic higher than t table.

Item Type:Thesis (Undergraduate)
Additional Information:Product Quality, Brand Image, Customer Satisfaction, Customer Loyalty
Uncontrolled Keywords:Product Quality, Brand Image, Customer Satisfaction, Customer Loyalty
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:56522
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:29 Sep 2017 15:10
Last Modified:29 Sep 2017 15:10

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