Prameka, AdeliaShabrina (2016) How Brand Trust Is Influenced By Perceived Value And Service Quality: Mediated By Hotel Customer Satisfaction. Magister thesis, Universitas Brawijaya.
Abstract
Trust merek dapat didefinisikan sebagai hubungan antara konsumen dan perusahaan yang didasarkan pada kepercayaan dan keandalan kinerjanya. Oleh karena itu, nilai yang dipersepsikan dari apa yang diberikan untuk M, serta kualitas layanan yang diterima berdasarkan ekspektasi dengan kinerja, dapat mempengaruhi pembentukan kepercayaan merek. Selain pengaruh langsung seperti itu, proses evaluatif dapat menentukan kepuasan pelanggan terlebih dahulu, dan N Brand Trust dalam jangka panjang. Kuesioner diberikan kepada para tamu hotel bintang tiga di Malang, Indonesia, dengan 158 survei yang dikembalikan dan 114 respons yang valid dianalisis. Keandalan dan validitas diperiksa terlebih dahulu, dan parsial least squares (PLS) analisis dilakukan untuk mengevaluasi koefisien penentu (R2), relevansi prediktif (Q2), dan ukuran efek (F2). Hasil penelitian menunjukkan kepuasan pelanggan sebagian memediasi nilai yang dirasakan pada kepercayaan merek, dan sepenuhnya memediasi hubungan antara kualitas layanan dan kepercayaan merek. Penelitian ini menemukan bahwa tidak ada pengaruh langsung terhadap kualitas layanan pada kepercayaan merek pada hasil ini. Implikasi manajerial, keterbatasan, dan arahan untuk penelitian di masa depan dibahas
English Abstract
Brand trust can be defined as relationship between consumers and corporate that is based on trust and reliability of its performance. refore, perceived value of what is provided to m, as well as service quality received based on expectation with performance, may influence formation of brand trust. In addition to such direct influence, evaluative process may determine customer satisfaction first, and n brand trust in long run. Questionnaires were given to guests of three-star hotels in Malang, Indonesia, with 158 surveys returned and 114 valid responses were analyzed. Reliability and validity were examined first, and partial least squares (PLS) analysis was performed to evaluate determinant coefficient (R2), predictive relevance (Q2), and effect size (f2). Results showed customer satisfaction partially mediates perceived value on brand trust, and fully mediates relationship between service quality and brand trust. This research found that no direct influence of service quality on brand trust in this result. Managerial implications, limitations, and directions for future research were discussed
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/PRA/h/2016/041700803 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 29 May 2017 08:17 |
| Last Modified: | 29 May 2017 08:17 |
| URI: | http://repository.ub.ac.id/id/eprint/159949 |
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