SKRIPSI MBS

STRATEGI BRANDING UMKM BATIK TUAN UNTUK MENINGKATKAN LOYALITAS KONSUMEN

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ABSTRACT This study aims to determine the Branding Strategy for SMEs Batik Tuan. This study aims to determine the effect of brand image and product quality on consumer satisfaction, brand image and product quality on consumer loyalty, consumer satisfaction on loyalty, brand image on loyalty through consumer satisfaction as a mediation, and product quality on loyalty through consumer satisfaction as a mediation. This study uses a quantitative method using a questionnaire as a data collection material which was analyzed with the help of IBM SPSS software version 20.0. The sample used in this study were 98 Batik Tuan consumer respondents aged 17-50 years who had made transactions and were domiciled in Solo Raya (Surakarta, Boyolali, Sragen, Sukoharjo, Karanganyar, Klaten, and Wonogiri). The data analysis technique used is instrument test, validity test, and reliability test. Meanwhile, to test the determination model using the coefficient of determination test, F test, T test, path analysis, and Sobel test. The results of this study prove that brand image has a positive and significant effect on consumer satisfaction, product quality has a positive and significant effect on consumer satisfaction, brand image has no effect on consumer loyalty, product quality has a positive and significant effect on consumer loyalty, consumer satisfaction has a positive and significant effect on consumer loyalty, brand image is able to significantly influence consumer loyalty variables through customer satisfaction, product quality significantly affects consumer loyalty variables through customer satisfaction. Keywords: Brand image, product quality, customer satisfaction, consumer loyalty.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DYA s 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 92 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dyah Ayu Syukma Pertiwi

Versi lain/terkait

Lampiran Berkas

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