Image of MEDIASI KEPUASAN KONSUMEN : PERAN KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PADA PENGGUNA SMARTPHONE IPHONE

SKRIPSI MBS

MEDIASI KEPUASAN KONSUMEN : PERAN KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PADA PENGGUNA SMARTPHONE IPHONE

ABSTRACT

The purpose of this study was to analyze how the influence of product quality and brand
image on student loyalty of Smartphone Iphone users through consumer satisfaction as a mediating
variable. The research method used is quantitative with simple random sampling technique.
The data analysis method used was multiple linear regression analysis and path analysis. The
source of research data used is primary data using the statistical data analysis tool SPSS 2.3
program. The sample in this study were 130 respondents with the method of collecting data through
questionnaires.
The results showed that product quality and brand image had a significant influence on
student loyalty using Iphone Smartphone users through consumer satisfaction as a mediating
variable. From the results it can be concluded that if a product with good quality will form a
positive brand image, a positive brand image can create a sense of satisfaction so that it creates
loyalty for its customers.
The findings of this study provide a conceptual framework regarding the factors that
influence customer loyalty. The creation of loyalty to students who live in Surakarta towards
Smartphone Iphone products is directly influenced by product quality and is accompanied by a
positive brand image. Where product quality and iPhone brand image have a positive impact on
customer loyalty. There are other factors that can affect customer loyalty indirectly, namely
customer satisfaction. Where the satisfaction felt by consumers on the iPhone brand will also have
a positive impact on customer loyalty indirectly.
Keywords: product quality, brand image, customer satisfaction and customer loyalty.

Ketersediaan

Tidak ada salinan data

Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 REN m 22
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 144 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

Lampiran Berkas
Komentar
Anda harus masuk sebelum memberikan komentar