Kresna, Mahadika Wira (2019) Pengaruh Citra Merek, Kualitas Produk Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi Pada Pengguna Iphone Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan mejelaskan pengaruh citra merek, kualitas produk dan kepuasan pelanggan terhadap loyalitas pelanggan. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antar variabel-variabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel 70 responden, 70 responden tersebut ialah individu yang telah menggunakan handphone merek Iphone minimal satu tahun pemakaian dan menetap di Kota Malang. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Analisis data yang dilakukan adalah analisis deskriptif, uji asumsi klasik, analisis regresi linier berganda dan uji hipotesis. Dari hasil pengujian terhadap ketiga variabel dapat disimpulkan bahwa variabel citra merek, kualitas produk dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan pengguna Iphone di Kota Malang. Hal ini berarti bahwa loyalitas pelanggan pengguna Iphone di Kota Malang dipengaruhi oleh citra merek, kualitas produk dan kepuasan pelanggan.
English Abstract
The study aims to understand and explain the effect of brand image, product quality and customer satisfaction on customer loyalty. This type of research is explanatory research which explains the casual relationship between variable variables through hypothesis testing. This study used a sample of 70 respondents, 70 respondents were individuals who had used an iPhone brand mobile phone for at least one year of use and settled in Malang City. Sampling using a non-probability sampling method with a purposive sampling technique. Data analysis used is descriptive analysis, classic assumption test, multiple linear regression analysis, and hypothesis testing. From the results of the testing on the three variables, it can be concluded that the variables of brand image, product quality, and customer satisfaction have a positive and significant effect on customer loyalty of iPhone users in Malang City. This means that the customer loyalty of iPhone users in Malang is influenced by brand image, product quality, and customer satisfaction.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/632/051911326 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Kepuasan Pelanggan, Loyalitas Pelanggan-Brand Image, Product Quality, Customer Satisfaction, Customer Loyalty. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 06 Sep 2020 02:39 |
| Last Modified: | 19 Oct 2021 06:52 |
| URI: | http://repository.ub.ac.id/id/eprint/177546 |
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