Grimonia, Raissa and Dr. Drs. Fatchur Rohman,, M.Si., CSM., CMA, and Dr. Nanang Suryadi,, SE., MM, (2023) Pengaruh Kepuasan Dan Kepercayaan Konsumen Terhadap Loyalitas Melalui Brand Image Sebagai Mediasi (Studi Pada Konsumen Online Travel Agent Tiket.Com). Magister thesis, Universitas Brawijaya.
Abstract
Grimonia, Raissa, 216020201111004. Program Magister Manajemen Program Pascasarjana Universitas Brawijaya malang. Pengaruh Kepuasan dan Kepercayaan Konsumen Terhadap Loyalitas Melalui Brand Image Sebagai Mediasi: Studi pada Konsumen Online Travel Agent Tiket.com. Ketua Komisi Pembimbing: Fatchtur Rohman., Anggota Komisi Pembimbing: Nanang Suryadi. Penelitian ini berfokus pada loyalitas konsumen Online Travel Agent Tiket.com. Tujuan penelitian ini adalah menganalisis pengaruh kepuasan dan kepercayaan konsumen terhadap loyalitas yang di mediasi oleh brand image. Populasi penelitian ini adalah konsumen yang pernah menggunakan dan bertransaksi di aplikasi online travel agent Tiket.com. Jumlah sampel pada penelitian ini sebanyak 200 responden dengan menggunakan metode purposive sampling. Teknik analisis yang digunakan adal Partial Least Square (PLS) menggunakan SmartPLS 3. Hasil penelitian ini menunjukkan bahwa pengaruh langsung kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas. Kepercayaan konsumen berpengaruh positif dan signifikan terhadap loyalitas. Pengaruh tidak langsung melalui brand image menunjukkan peran mediasi parsial antara kepuasan dan kepercayaan konsumen terhadap loyalitas.
English Abstract
Grimonia, Raissa. Master Program in Management, Faculty of Economics and Business, Universitas Brawijaya. 2023. The Effects of Customer Satisfaction and Trust on Loyalty with Brand Image as the Mediator (A Study of the Customers of an Online Travel Agency Tiket.com). Head of Advisory Commission: Fatchur Rohman, Member of Advisory Commission: Nanang Suryadi. This research focuses on the loyalty of the customers of an online travel agency Tiket.com. the objective of this research is to analyze the effects of customer satisfaction and trust on loyalty with the mediation of brand image. The population of this research is customers who have used and made transactions through the application of Tiket.com, and 200 of them were selected as the sample using the purposive sampling technique. The data analysis was performed incorporating Partial Least Squares in SmartPLS 3. This study finds that customer satisfaction directly has a positive and significant effect on the loyalty, that customer trust directly has a positive and significant effect on the loyalty, and that brand image partially mediates the impact of customer satisfaction and trust on the loyalty.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0423020086 |
| Uncontrolled Keywords: | Kepuasan, Kepercayaan, Loyalitas, Brand Image |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 29 Dec 2023 02:51 |
| Last Modified: | 29 Dec 2023 02:51 |
| URI: | http://repository.ub.ac.id/id/eprint/205844 |
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