Ananda Sabil Hussein, and Dr. Andarwati. (2022) Pengaruh Emotional Branding Dan Citra Perusahaan Terhadap Loyalitas Pelanggan Dimediasi Kepuasan (Studi Pada Peserta Jkn-Kis Bpjs Kesehatan Cabang Malang). Magister thesis, Universitas Brawijaya.
Abstract
Kesehatan sebagai kebutuhan hidup dasar maka kepemilikan asuransi kesehatan sangat penting dan sangat berpengaruh dalam kelangsungan hidup yang terjamin dengan aman. Jaminan Kesehatan Nasional sebagai bagian dari Sistem Jaminan Sosial Nasional bertujuan untuk memenuhi kebutuhan dasar kesehatan masyarakat Indonesia. Penelitian ini bertujuan untuk menganalisis peran kepuasan dalam memediasi pengaruh emotional branding dan citra perusahaan terhadap loyalitas pelanggan. Peserta mandiri JKN-KIS BPJS Kesehatan Cabang Malang sebagai populasi dalam penelitian ini. Teknik pengambilan sampel menggunakan purposive sampling dengan sampel 130 responden. Teknik analisis yang digunakan adalah Partial Least Square (PLS). Hasil penelitian menyimpulkan emotional branding berpengaruh terhadap loyalitas dan kepuasan; citra perusahaan berpengaruh terhadap loyalitas dan kepuasan; kepuasan berpengaruh terhadap loyalitas; kepuasan memediasi pengaruh emotional branding dan citra perusahaan terhadap loyalitas. Kepuasan berperan sebagai variabel mediasi parsial.
English Abstract
Health is a basic need of life, so ownership of health insurance is very important and very influential in ensuring a safe and secure life. National Health Insurance as part of the National Social Security System aims to fulfill the basic health needs of the Indonesian people. This study aims to analyze the role of satisfaction in mediating the effect of emotional branding and corporate image on customer loyalty. Independent participants of JKN-KIS BPJS Health Malang Branch as the population in this study. The sampling technique used purposive sampling with a sample of 130 respondents. The analysis technique used is Partial Least Square (PLS). The results of the study concluded that emotional branding has an effect on loyalty and satisfaction; corporate image has an effect on loyalty and satisfaction; satisfaction has an effect on loyalty; satisfaction mediates the effect of emotional branding and corporate image on loyalty. Satisfaction plays a role as a partial mediation variable
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | :0422020030 |
| Uncontrolled Keywords: | Emotional Branding, Corporate Image, Satisfaction, Loyalty,Emotional Branding, Citra Perusahaan, Kepuasan, Loyalitas |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 27 Jan 2023 02:40 |
| Last Modified: | 27 Jan 2023 02:40 |
| URI: | http://repository.ub.ac.id/id/eprint/196989 |
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