Sa’adah, Vina Ulfatus and Dr. Mugiono, SE., MM., CMA and Dr. Christin Susilowati, SE., M.Si (2023) Pengaruh Corporate Image dan Relationship Marketing terhadap Loyalitas pelanggan dengan kepuasaan Pelanggan sebagai Variabel Mediasi ( Studi pada UMKM Rampis Bang Raden Malang). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh Corporate Image, Relationship Marketing, dan kepuasan pelanggan terhadap loyalitas pelanggan. Penelitian ini merupakan penelitian eksplanatori dengan menggunakan pendekatan kuantitatif. Populasi penelitian terdiri dari konsumen UMKM Rampis Bang Raden kota Malang. Penelitian ini menggunakan teknik purposive sampling. Sampel dalam penelitian sebanyak 170 responden. Pengumpulan data pada penelitian ini melalui survei dan dokumentasi serta menggunakan skala likert untuk menguji instrumennya. Data dianalisis menggunakan pemodelan persamaan struktural parsial Least Square (SEM-PLS). Hasil penelitian ini menunjukkan bahwa Corporate Image dan Relationship Marketing berpengaruh signifikan terhadap loyalitas pelanggan. Selain itu juga Corporate Image dan Relationship Marketing berpengaruh signifikan terhadap kepuasan pelanggan. Loyalitas pelanggan dapat ditingkatkan melalui kepuasan pelanggan. Kepuasan pelanggan dapat memediasi hubungan Corporate Image dan Relationship Marketing terhadap loyalitas pelanggan. Temuan penelitian ini menyarankan agar UMKM Rampis Bang Raden menjaga keunikan dan kualitas produk sekaligus meningkatkan hubungan harmonis antar pembeli untuk menjaga loyalitas konsumen.
Other obstract
The purpose of this research is to identify the effects of corporate image, relationship marketing, and customer satisfaction on customer loyalty. The population of this quantitative explanatory research is the customers of Rampis Bang Raden, and MSME in Malang City. Using purposive sampling technique, 170 people were selected as the respondents. The research data was harvested via Likert-scaled surveys and documentations and was analyzed through Structural Equation Modeling – Partial Least Squares (SEM-PLS). The results of the analyses indicate that corporate image and relationship marketing significantly influence customer loyalty and that corporate image and relationship marketing significantly influence customer satisfaction. Furthermore, customer loyalty can be increased through customer satisfaction, while customer satisfaction can mediate the effects of corporate image and relationship marketing on customer loyalty. These findings suggest the MSME to maintain the uniqueness and the quality of its product while enhancing the harmonious relationship with its customers in order to maintain their loyalty.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0423020139 |
| Uncontrolled Keywords: | Corporate Image, Relationship Marketing, Kepuasan Pelanggan, Loyalitas Pelanggan. |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 31 Jan 2024 08:09 |
| Last Modified: | 31 Jan 2024 08:09 |
| URI: | http://repository.ub.ac.id/id/eprint/215156 |
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Text (DALAM MASA EMBARGO)
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