SKRIPSI MBS

ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN KONSUMEN (Studi Kasus Pada Mie Gacoan di Kota Solo)

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ABSTRACT

This study aims to determine that product quality, service quality, and brand
image affect customer loyalty through customer satisfaction. The type of research
used is quantitative research. This study uses primary and secondary data. The
sample used was 110 respondents who were taken from generation Z who had
bought Mie Gacoan in Solo City. The sampling technique used non-probability
sampling technique with purposive sampling method by distributing
questionnaires through google form, the data was processed using SPSS 22
software in this study there were three independent variables, namely product
quality, service quality, and brand image. One dependent variable is customer
loyalty, and one mediating variable is customer satisfaction.
The results showed that product quality, service quality, and brand image
directly and indirectly had a significant and positive effect on consumer
satisfaction and customer loyalty. Consumer satisfaction has a significant and
positive effect on customer loyalty. And consumer satisfaction mediates product
quality, service quality, and brand image on customer loyalty.
Keywords: product quality, service quality, brand image, customer satisfaction,
customer loyalty

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 NUR a 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 181 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

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Nur Alfie Wahyu Abdullah Putri

Versi lain/terkait

Lampiran Berkas

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