Pattilasa, Azzahra Ananda (2023) Pengaruh Brand Awareness Dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening (Studi Pada Konsumen Bedak Padat Pixy Di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the effect of brand awareness and product quality on customer loyalty directly and indirectly through customer satisfaction. This study used the object of Compact Powder Pixy. In this study, the population is customers who have purchased or used Compact Powder Pixy. The sample in this study was 100 respondents who were customers of Compact Powder Pixy. The sample was obtained using a non-probability sampling technique questionnaire with the quota sampling method. Testing the hypothesis in this study uses statistical model analysis which includes validity test, reliability test, classic assumption test, path analysis, t test, and Sobel test. The results of this study are brand awareness has a significant effect on customer satisfaction on Compact Powder Pixy in Surabaya, product quality has a significant effect on customer satisfaction on Compact Powder Pixy in Surabaya, brand awareness has no significant effect on customer loyalty on Compact Powder Pixy in Surabaya, product quality has a significant effect on customer loyalty on Compact Powder Pixy in Surabaya, Customer satisfaction has a significant effect on customer loyalty on Compact Powder Pixy in Surabaya, brand awareness has a significant effect on customer loyalty through customer satisfaction as an intervening variable on Compact Powder Pixy customers in Surabaya, Product quality has a significant effect on customer loyalty through customer satisfaction as an intervening variable on customers of Compact Powder Pixy in Surabaya. Keywords: Brand awareness, Product Quality, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Azzahra Ananda Pattilasa | ||||||||
| Date Deposited: | 18 Jan 2023 03:42 | ||||||||
| Last Modified: | 18 Jan 2023 03:42 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/11098 |
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