Pengaruh Brand Image, Customer Satisfaction Dan Sertifikasi Halal Terhadap Customer Loyalty Pada Retail Makanan Halal Di Kota Malang. (Studi Pada Pelanggan Hoka-Hoka Bento)

Sholikhah, Ludiana Silviyatus (2017) Pengaruh Brand Image, Customer Satisfaction Dan Sertifikasi Halal Terhadap Customer Loyalty Pada Retail Makanan Halal Di Kota Malang. (Studi Pada Pelanggan Hoka-Hoka Bento). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image, customer satisfaction dan sertifikasi halal terhadap customer loyalty pada restoran Hoka-Hoka Bento yang berlokasi di lantai 1 Mall Olympic Garden (MOG) di kota Malang. Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory research yang bertujuan untuk menjelaskan hubungan variabel-variabel penelitian melalui pengujian hipotesis. Penelitian ini menggunakan 210 sampel. Pengambilan sampel menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala likert lima poin. Alat uji yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas,uji asumsi klasik, uji analisis regresi berganda dan uji hipotesis yang di olah menggunakan software SPSS 20.0. Hasil penelitian menunjukkan customer satisfaction dan sertifikasi halal berpengaruh secara parsial terhadap customer loyalty dan hanya brand image yang tidak berpengaruh secara parsial pada customer loyalty. Sertifikasi halal merupakan variabel yang berpangaruh paling dominan terhadap customer loyalty di restoran Hoka-Hoka Bento.

English Abstract

This study tries to analyze the influence of brand image, customer satisfaction, and halal certification on customer loyalty in Hoka-Hoka Bento restaurant located in the first floor of Mall Olympic Garden (MOG) in Malang. This explanantory research explains relations among research variables through hypothesis testing. Through purposive sampling, 210 samples were selected. The data were collected through questionnaires with 5-point likert scale. The instruments used in this study are validity, reliability, classical assumption, multiple regression analysis, and hypothesis testing processed in SPSS 20.0. The result of study shows that customer satisfaction and halal certification partially influential on customer loyalty. Halal certification is the variables with the most dominant influence on customer loyalty in Hoka-Hoka Bento Restaurant.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2017/273/051704891
Uncontrolled Keywords: Brand Image, Customer Satisfaction, Sertifikasi Halal dan 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: Budi Wahyono Wahyono
Date Deposited: 07 Jul 2017 07:12
Last Modified: 28 Sep 2020 19:17
URI: http://repository.ub.ac.id/id/eprint/54
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