SKRIPSI MBS

Membangun loyalitas pelanggan dengan service quality dan brand image melalui customer satisfaction sebagai variabel intervening

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ABSTRACT

The purpose of this research is to find out whether Service Quality and
Brand Image can build Customer Loyalty through Customer Satisfaction at Batam
Ogura Outlet Nagoya. The population in this research is all customers of the Batam
Ogura Outlet Nagoya. Meanwhile, the sample in the research was 150 people using
a purposive sampling method. This research uses quantitative research methods
with data collection techniques using questionnaires. Data analysis in this research
is a partial Least Square (PLS) structural equation model using SmartPLS 3
software.
The results of this research show that Service Quality directly has a positive
and significant effect on Customer Loyalty, Brand Image does not directly have a
significant effect on customer loyalty, Customer Satisfaction directly has a positive
and significant effect on customer loyalty, Service Quality directly has a positive
and significant effect on Customers Satisfaction, Brand Image directly have a
positive and significant effect on Customer Satisfaction, the relationship between
Customer Satisfaction mediates between Service Quality and customer loyalty and
Customer Satisfaction mediates between Brand Image and customer loyalty.
It is hoped that the results of this study can serve as guidelines for several
parties, such as Batam Ogura to maintain Service Quality so that customers can
maintain their satisfaction and they will become loyal customers. And the company
can improve Brand Image through promotion on social media, word of mouth, and
other promotional tools. If the brand image increases, it will be stronger in the
minds of customers and can increase loyalty.
Keywords: 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 HAN m 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 98 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

-

Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Hanisa aulia putri

Versi lain/terkait

Lampiran Berkas

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