Rismanita, Rinda Ayu (2018) Pengaruh Perceived Value dan Satisfaction Terhadap Brand Loyalty (Survei pada Pelanggan Produk Nu Skin di Distributor Resmi Perumahan Aluminium Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Latar belakang dilakukannya penelitian ini adalah untuk mengetahui peran perceived value yang dianggap hanya sebatas meningkatkan nilai yang dirasakan pelanggan, padahal mampu meningkatkan kepuasan dan loyalitas terhadap merek. Penelitian ini bertujuan untuk menganalisis dan menjelaskan pengaruh secara parsial maupun simultan Perceived Value (X1) dan Satisfaction (X2) terhadap Brand Loyalty (Y) Pelanggan Produk Nu Skin di Kota Malang. Variabel independen pada penelitian ini yaitu Perceived Value (X1) dan Satisfaction (X2). Variabel dependen dari penelitian ini adalah Brand Loyalty (Y). Jenis penelitian yang digunakan adalah penelitian penjelasan (Explanatory Research) dengan pendekatan kuantitatif. Variabel dalam penelitian ini terdiri dari Perceived Value, Satisfaction dan Brand Loyalty. Populasi dalam penelitian ini adalah pelanggan produk Nu Skin di Kota Malang, Jawa Timur yang berusia 17 tahun ke atas dan sudah menggunakan produk Nu Skin dan melakukan pembelian lebih dari satu kali. Sampel yang digunakan dalam penelitian ini sebanyak 112 orang responden yang diambil dengan menggunakan metode purposive sampling. Pengumpulan data dengan menggunakan kuisioner. Penelitian ini menggunakan analisis statistik deskriptif dan analisis statistik dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel Perceived Value (X1) berpengaruh secara parsial terhadap Brand Loyalty (Y) dengan nilai signifikansi t < α yaitu 0,030 < 0,05. Variabel Satisfaction (X2) berpengaruh secara parsial terhadap variabel Brand Loyalty (Y) dengan nilai siginifikansi t < α yaitu 0,000 < 0,05. Perceived Value (X1) dan Satisfaction (X2) berpengaruh secara simultan atau bersama-sama terhadap Brand Loyalty (Y) yang dapat dilihat dari nilai signifikansi F < α yaitu 0,000 < 0,05 dengan kontribusi yang diberikan sebesar 51,1 % yang diperoleh berdasarkan nilai Adjusted R Square. Berdasarkan hasil penelitian ini, sebaiknya Nu Skin meningkatkan kualitas Perceived Value yang sedang dijalankan, dan meningkatkan Satisfaction yang dirasakan oleh pelanggan. Sebab, perceived value dan satisfaction secara simultan memiliki peran besar dalam meningkatkan kualitas brand loyalty terhadap produk yang dikeluarkan oleh Nu Skin.
English Abstract
This research intends to identify the influence of perceived value has been considered only to the perceived value of the customer, while able to increase brand satisfaction and loyalty. This research aims were to analyzed and explained the impact of Perceived Value (X1) and Satisfaction (X2) on Brand Loyalty (Y) partially or simultaneously on Customers of Nu Skin Product in Malang. Independent variables in this research are Perceived Value (X1), and Satisfaction (X2). Dependent variable in this research is Brand Loyalty (Y). Type of this research was explanatory research with quantitative approach. Variables in this research are Perceived Value, Satisfaction and Brand Loyalty. The population of this research was the Nu Skin product customers in Malang, East Java, who aged more seventeen years old and had used Nu Skin products and made more than one purchase. The sample used in this research was 112 respondents with purposive sampling and data collection method used the questionnaire. This research used descriptive statistical analysis and multiple linear regression analysis. The results of this reseach indicate that Perceived Value (X1) partially effect the Brand Loyalty (Y) with a significance value of t < α that is 0,030 < 0,05. Satisfaction (X2) partially effect the Brand Loyalty (Y) with a significance value of t < α that is 0,000 < 0,05. Perceived Value (X1) and Satisfaction (X2) has a significant effect simultaneously to the Brand Loyalty (Y) which can be seen from the significance value F < α that is 0,000 < 0,05 by giving 51,1% contribution based on Adjusted R Square value. Based on the results of this research, showed that Nu Skin should maintain of their quality of perceived value and increase the quality of customers satisfaction. Since perceived value and satisfaction by simultantly has significant influence on brand loyalty perceived by customers Nu Skin product especially regarding the product of Nu Skin.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/979/051811297 |
| Uncontrolled Keywords: | Perceived Value, Satisfaction, dan Brand Loyalty- Perceived Value, Satisfaction, and Brand Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 29 Apr 2019 03:17 |
| Last Modified: | 25 Oct 2021 02:48 |
| URI: | http://repository.ub.ac.id/id/eprint/161922 |
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