SKRIPSI MBS

PENGARUH PROMOSI, CITRA MEREK, KUALITAS PELAYANAN, KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN PADA PELANGGAN CAFE GULO JOWO DI SURAKARTA

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ABSTRACT This study aims to analyze the effect of promotion, brand image, service quality, and customer satisfaction on consumer loyalty at Cafe Gulo Jowo in Surakarta. This type of research uses quantitative research. The population of this research is the customers of Cafe Gulo Jowo. The sample selection technique in this study uses a non-probability sampling approach convenience sampling. The sample used in this study amounted to 105 respondents. The dependent variable (Y) in this study is consumer loyalty. while the independent variables (X) in this study are promotion (X1), brand image (X2), service quality (X3andcustomer satisfaction (X4). The data analysis method used in this research is using multiple linear regression analysis. Data processing using SPSS for windows version 23. The results of this study indicate that promotion, brand image, service quality, and customer satisfaction simultaneously have a significant effect on consumer loyalty at Cafe Gulo Jowo. Promotion partially has a significant effect on consumer loyalty. Brand image partially has a significant effect on consumer loyalty. Service quality partially has a significant effect on consumer loyalty. Partially, consumer satisfaction has a significant effect on consumer loyalty. Keywords: promotion, brand image, service 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 ARI p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 90 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

Arif mujahidin

Versi lain/terkait

Lampiran Berkas

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