Devianti, Yoki (2018) Pengaruh Brand Image Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Gojek Sidoarjo. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis (1) Pengaruh brand image terhadap loyalitas konsumen Gojek , (2) PengaruhBrand Image terhadap kepuasan pelanggan Gojek, (3) Pengaruh Kepuasan konsumen terhadap loyalitas konsumen Gojek.(4) Pengaruh Kepuasan Konsumen Sebagai Mediasi anatara Brand Image dan Loyalitas Konsumen. Jenis penelitian yang dilakukan adalah penelitian kuantitatif. Penentuan ukuran sampel dalam penelitian ini berpedoman pada Daniel & Terrel. Jumlah sampel dalam penelitian sebanyak 162 orang. Teknik pengambilan sampel dalam penelitian ini adalah dengan menggunakan probability sampling. Teknik analisis data dalam penelitian dengan mengunakan analisis path. Hasil penelitian ini menunjukan (1) variabel Brand Image memiliki pengaruh secara langsung terhadap Kepuasan Konsumen Gojek. (2) variabel Brand Image berpengaruh positif terhadap Loyalitas Konsumen Gojek . (3) variabel Kepuasan Konsumen berpengaruh positif terhadap Loyalitas Konsumen Gojek.(4) Kepuasan Konsumen memiliki pengaruh positif signifikan sebagai mediasi hubungan antara Brand Image dan Loyalitas Konsumen.
English Abstract
This research aims to analyze (1) influence of brand image to consumer loyalty of Gojek, (2) Influence of Brand Image to customer satisfaction of Gojek, (3) Influence of Consumer Satisfaction to consumer loyalty of Gojek. (4) The Influence of Consumer satisfaction of Gojek as a Mediation between Brand Image and Consumer Loyalty of Gojek. The type of research conducted is quantitative research. The determination of sample size in this study is based on Daniel & Terrel. The number of samples in the study was 162 people. The sampling technique in this study is to use probability sampling. Data analysis techniques in research using path analysis. The results of this study indicate (1) the Brand Image variable has a direct influence on Consumer Satisfaction Gojek. (2) Brand Image has a positive effect on Consumer Loyalty Gojek. (3) Consumer Satisfaction variable has a positive effect on Consumer Loyalty of Gojek. (4) Consumer Satisfaction has a positive and significant influence as a mediation of the relationship between Brand Image and Consumer Loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/639/051811585 |
| Uncontrolled Keywords: | Brand image, Loyalitas Konsumen, Kepuasan Konsumen, Brand Image; Consumer Loyalty; Consumer Satisfaction |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 31 Jul 2019 06:48 |
| Last Modified: | 20 Oct 2021 11:37 |
| URI: | http://repository.ub.ac.id/id/eprint/164841 |
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