FirmansyahAdeBagus (2012) Peran Kepuasan Pelanggan sebagai Mediasi Pengaruh Kualitas Pelayanan dan Citra Perusahaan terhadap Loyalitas PelangganTempat Hiburan dan Karaoke (Studi pada Pengunjung My Place Malang). Magister thesis, Universitas Brawijaya.
Abstract
Menjaga kualitas layanan dan citra sangat penting bagi sebuah tempat hiburan guna menjamin kepusaan dan loyalits pelanggan. Tujuan penelitian ini adalah menguji dan menganalisis pengaruh langsung kualitas layanan dan citra perusahaan terhadap kepuasan pelanggan loyalitas pelanggan, serta menguji dan menganalisis pengaruh tidak langsung kualitas layanan dan citra perusahaan terhadap loyalitas pelanggan melalui kepuasan pelanggan tempat hiburan dan karaoke My Place Malang. Penelitian yang dilakukan termasuk penelitian penjelasan ( explanatory research) , yaitu menjelaskan hubungan kausal antara variabel-variabel penelitian melalui pengujian hipotesa. Jumlah sampel yang diteliti adalah 140 responden. Pengambilan sampel penelitian menggunakan teknik purposive sampling . Analisis data yang digunakan adalah analisis jalur ( path analysis ). Hasil dari penelitian ini menunjukkan (1) Kualitas layanan berpengaruh terhadap kepuasan pelanggan. (2) citra perusahaan berpengaruh terhadap kepuasan pelanggan (3) kualitas layanan berpengaruh terhadap impulse buying (4) citra perusahaan tidak berpengaruh terhadap loyalitas pelanggan (5) kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan (6) kepuasan pelanggan memediasi pengaruh kualitas layanan ke loyalitas pelanggan (7) kepuasan pelanggan memediasi pengaruh citra perusahaan ke loyalitas pelanggan.
English Abstract
Maintaning service quality and image is a very important for a entertaint industries in order to assure satisfaction and customer`s loyalty. aims of this research are to texamine and analyse direct impact from quality of service and images toward customer satisfaction and loyalty, also testing and analyse non-direct impact toward customer loyalties, quality of service and images images from customer satisfactionof My Place Bar and Karaoke Malang. research including explanatory research, which is explains causal correlation between variables of research through hypotesis sampling. Sample consist of 140 competent responden. Sampling was taken using purposive sampling method. Data was analysed using path analysis method. This research`s result show : 1) Quality of service affect toward customer`s satisfaction. 2) Images affect towards customer`s satisfaction. 3) Quality of service affect toward customer`s loyalties. 4) Images didn`t affect toward customer`s loyalties. 5) Customer`s satisfaction affect toward customer`s loyalties. 6) Customer satisfaction was also taking a part from quality of services toward customer`s loyalty. 7) Customer satisfaction was also taking a part from image toward customer`s loyalty.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.812/FIR/p/041204235 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 17 Dec 2012 11:12 |
| Last Modified: | 17 Dec 2012 11:12 |
| URI: | http://repository.ub.ac.id/id/eprint/159883 |
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