PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

WIJAYANTI, ANGGI JULIA (2018) PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING. Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This research aimed to find out the effect of brand image and service quality on customer loyalty with customer satisfaction as intervening variable. This research uses non probability sampling method, with purposive sampling technique is sample determination method based on certain criteria. Population in this research is Navagreen Beauty Care customer at student of Muhammadiyah University of Purwokerto. The sample of this research is 100 respondents. The research method used in this research is Partial Least Square version 2.0. Brand image have a significant positive effect on customer loyalty, however service quality have a not significant positive effect on customer loyalty. While the result on the test discriminant validity that customer satisfaction can not mediate brand image and service quality on customer loyalty, even customer satisfaction variable issued of the model.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: Hj. Herni Justiana Astuti, Ph.D.
Uncontrolled Keywords: Brand image, service quality, customer loyalty, customer satisfaction
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Iin Hayuningtyas
Date Deposited: 29 Mar 2018 00:00
Last Modified: 29 Mar 2018 00:00
URI: http://repository.ump.ac.id/id/eprint/7636

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