PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMENSEBAGAI VARIABEL INTERVENING PADA PENGGUNA SMARTPHONE OPPO (Studi Pada Mahasiswa Di Kota Purwokerto)

WINARSO, YUGO EDY (2019) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMENSEBAGAI VARIABEL INTERVENING PADA PENGGUNA SMARTPHONE OPPO (Studi Pada Mahasiswa Di Kota Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

Thipurpose of this research was to determine the effect of product quality and brand image on customer loyalty with customer satisfaction as intervening variable.Population in this research is student of Oppo smartphone user in Purwokerto. The number of sample of this research was 102 respondents taken usings purposive sampling technique is sample determination method based on certain criteria. Instrument testing is done by validity test, reliability test, and classical assumption test and hypothesis testing using multiple regression analysis, coeffeicient of determination, F test, t test, and Sobel test. Based on the results of the analysis showthat product quality has a significant positive effect on customer satisfaction and customer loyalty, brand image has no significant effect on customer satisfaction and customer loyalty. Simultaneously product quality and brand image has a significant positive effect on customer satisfaction. Product quality, brand image and customer satisfaction simultaneously has a significant positive effect on customer loyalty. The results on the sobel test show that customer satisfaction can not mediate product quality on customer loyalty, customer satisfaction can not mediate the brand image to loyalty.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: M. Agung Miftahuddin S.E, M.Si.
Uncontrolled Keywords: Product quality, brand image, 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: 19 Feb 2019 03:42
Last Modified: 19 Feb 2019 03:42
URI: http://repository.ump.ac.id/id/eprint/8582

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