PENGARUH KUALITAS PELAYANAN, KEANEKARAGAMAN PRODUK DAN LOKASI TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING DI WKWK CAFÉ PURWOKERTO (Studi pada konsumen WKWK Café di Purwokerto)

AFIANTO, ANDI (2019) PENGARUH KUALITAS PELAYANAN, KEANEKARAGAMAN PRODUK DAN LOKASI TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING DI WKWK CAFÉ PURWOKERTO (Studi pada konsumen WKWK Café di Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This study aims to test the effect of Services Quality, Product Diversity and Location on Customer Loyalty through Customer Satisfaction as a variable intervening at WKWK cafe Purwokerto. The subject of this study is WKWK Cafe customers in Purwokerto. This study used 100 samples of respondent obtained from purposive sampling methods. The data analysis techniques used in this study are multiple linear regression analyses and sobel test. The data used in this study were free from classic assumption test and all the items from questionnaire were valid and reliable. The results showed that Services Quality and Product Diversity have significant positive effect on Customer Satisfaction, while Location have no significant effect on Customer Satisfaction. Service Quality and Location have significant positive effect on Customer Loyalty but Product Diversity have significant negative effect. Costumer Satisfaction does not affect Costumer Loyalty despite its positive direction. Finally, Sobel Test result showed that Costumer Satisfaction do not mediate the effect of Services Quality, Product Diversity and Location on Customer Loyalty.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: Hj. Herni Justiana Astuti, SE, M.Si, Ph.D.
Uncontrolled Keywords: Services Quality, Product Diversity, Location, Customer Loyalty, Costumer 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: 25 Oct 2019 01:06
Last Modified: 25 Oct 2019 01:53
URI: http://repository.ump.ac.id/id/eprint/9516

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