Pengaruh Brand Identity, Brand Image Dan Perceived Value Terhadap Loyalitas Dengan Kepuasan Pelanggan Sebagai Variable Mediasi (Studi Pada Fresh Juice Bintaro)

Farizan, Neoda (2018) Pengaruh Brand Identity, Brand Image Dan Perceived Value Terhadap Loyalitas Dengan Kepuasan Pelanggan Sebagai Variable Mediasi (Studi Pada Fresh Juice Bintaro). Magister thesis, Universitas Brawijaya.

Abstract

Penelitian ini dilatarbelakangi oleh kesempatan untuk memulai usaha dengan melihat peluang diantara minuman– minuman sari buah yang sudah dulu dikenal dikalangan masyarakat. Pemasar dituntut agar dapat membangun brand identity, brand image, perceived quality terhadap loyalitas baik secara langsung dan tidak langsung dengan tingkat kepuasan pelanggan sebagai variable mediasi pada Fresh Juice Bintaro. Jenis penelitian yang dilakukan menggunakan explanatory research dengan metode survey. Sampel berjumlah127 responden dengan teknik pengambilan sampel proporti onate random sampling. Metode analisis menggunakan PLS SEM dengan software warp PLS. Uji instrument penelitian meliputi uji inner model, outer model, konversi diagram jalur, estimasi, goodness of fit dan penguji hipotesis (Resampling Bootstraping).Uji hipotesis langsung menggunakan t-test. Hasil analisis menunjukkan bahwa brand identity tidak berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan, brand Image berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan. Perceived value Juga berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan. Dan kepuasan pelanggan juga berpengaruh positif dan signifikan terhadap loyalitas pelangg an.

English Abstract

This research is motivated by the opportunity to start a business by looking at opportunities among drinks - fruit drinks that have been known among the community. Marketers are required to build brand identity, brand image, perceived quality of loyalty both directly and indirectly with the level of customer satisfaction as a mediation variable on Fresh Juice Bintaro. Type of research conducted using explanatory research with survey method.Sample was 127 respondents with proportionate random sampling sampling technique.Analytical method using PLS SEM with PLS warp software.The research instrument test included inner model test, outer model, path diagram conversion, estimation, goodness of fit and hypothesis tester (Resampling Bootstraping).Test the hypothesis directly using t-test. The result of analysis shows that brand identity has no positive and significant effect to customer satisfaction and customer loyalty, brand image has positive and significant impact to customer satisfaction and customer loyalty. Perceived value also has a positive and significant effect on customer satisfaction and customer loyalty. And customer satisfaction also has a positive and significant effect on customer loyalty.

Other obstract

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Item Type: Thesis (Magister)
Identification Number: TES/658.827/FAR/p/2018/041901652
Uncontrolled Keywords: BRAND LOYALTY, HALO EFFECT (BRAND CHOICE), CONSUMER SATISFACTION
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: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Endang Susworini
Date Deposited: 09 Jan 2020 02:52
Last Modified: 03 Dec 2021 03:07
URI: http://repository.ub.ac.id/id/eprint/177692
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