The Rule Of Brand Element And Service Quality On Customer Satisfactionin Mobile Gaming: A Study Of Pokémon Go Playerin Malang Society

Imran, Muhammad Fadli (2018) The Rule Of Brand Element And Service Quality On Customer Satisfactionin Mobile Gaming: A Study Of Pokémon Go Playerin Malang Society. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menguji dampak Citra Merek, Pengalaman Merek, Kualitas Layanan, dan Nilai Keuntungan terhadap Kepuasan Pelanggan. Populasi penelitian ini adalah pemain Pokémon GO di Kota Malang. Penelitian ini menggunakan pendekatan kuantitatif dengan kuesioner untuk mengumpulkan data. Ada 150 kuesioner yang disebarkan secara acak ke setiap pelanggan yang sudah bermain Pokémon GO di Malang. Data yang dikumpulkan dianalisis dengan menggunakan metode kuantitatif yaitu analisis regresi berganda berdasarkan aplikasi yang diberi nama SPSS versi 17.00. Hasil penelitian ini menunjukkan bahwa ada pengaruh simultan dan parsial antara citra merek, pengalaman merek, kualitas layanan, dan nilai keuntungan terhadap kepuasan pelanggan. Kualitas layanan adalah variabel yang paling dominan mempengaruhi Kepuasan Pelanggan.

English Abstract

This research is aim to examine the impact Brand Image, Brand Experience, Service Quality, and Perceived Value on Customer Satisfaction. The population of this research is the player of Pokémon GO in Malang City. This research used quantitative approach with questionnaire to collect data. There are 150 questionnaire distributed to every customers who already playing Pokémon GO in Malang. The gathered data is analyzed by using quantitative methods i.e., multiple regression analysis based on application named SPSS version 17.00. The results of this research show that there is a positive influence together with simultaneous and partial effect between brand image, brand experience, service quality, and perceived value on customer satisfaction. While service quality is the most dominant variable that affects customer satisfaction.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/445/051909236
Uncontrolled Keywords: Citra Merek, Pengalaman Merek, Kualitas Layanan, Nilai Keuntungan, Kepuasan Pelanggan, Brand Image, Brand Experience, Service Quality, Perceived Value, Customer Satisfaction
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 06 Sep 2019 01:50
Last Modified: 20 Oct 2021 06:32
URI: http://repository.ub.ac.id/id/eprint/164480
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