Image of PENGARUH CITRA MEREK DAN HARGA TERHADAP LOYALITAS KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI PADA PENGGUNA KARTU PRABAYAR TELKOMSEL

SKRIPSI MBS

PENGARUH CITRA MEREK DAN HARGA TERHADAP LOYALITAS KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI PADA PENGGUNA KARTU PRABAYAR TELKOMSEL

ABSTRACT

This study aims to determine the effect of brand image, and the price on
consumen loyalty with purchasing decision as intervening variable on Telkomsel
users. This type of research is included in quantitative research. The population in
this study are peoples who live in Kalijambe district who use Telkomsel. The
sampling technique used is non-probability sampling and the type of sampling is
purposive sampling with a sample of 112 respondents.
The variables used in this study consisted of three, namely the dependent
variable (Y), the independent variable (X) and intervening variable (Z). The
dependent variable in this study is the consumen loyalty. Meanwhile, there are two
independent variables in this study, namely brand image and price. And the
intervening variable in this study is the purchasing decision. The analytical method
used in this study is multiple linear regression analysis, path analysis, and sobel
test, while the data processing uses the IBM SPSS 23 program.
Based on the results of this study, it shows that brand image and price have
a significant effect on purchasing decisions. And then, the research shows that
purchasing decision have a significant effect on consumen loyalty. The research
also shows that purchasing decision is able to mediate the effect of brand image on
consumen loyalty. Moreover, purchasing decision is also able to mediate the effect
of the price on consumen loyalty.
Keywords: brand image, price, purchasing decision, and consumen loyalty

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 ALV p 22
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 126 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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