Mulyana, Lilik Indra (2022) Pengaruh Citra Merek dan Kualitas Produk melalui Kepuasan Pelanggan sebagai Variabel Intervening terhadap Loyalitas Pelanggan pada Produk Indomie (Studi pada Mahasiswa PTN di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the effect of brand image and product quality on customer loyalty directly and indirectly through customer satisfaction. This study uses the object of Indomie products. In this study, the population is consumers who have bought or consumed Indomie products. The sample in this study was 100 respondents who were customers of Indomie products. The sample was obtained by using a non-probability sampling technique questionnaire with the quota sampling method. Hypothesis testing in this study uses statistical model analysis which includes Validity Test, Reliability Test, Classical Assumption Test, Path Analysis, t Test, and Sobel Test. The result of this research is that brand image has a significant effect on customer satisfaction. Product quality has a significant effect on customer satisfaction. Brand image has no significant effect on customer loyalty. Product quality has a significant effect on customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Brand image has a significant effect on customer loyalty through customer satisfaction. Product quality has a significant effect on customer loyalty through customer satisfaction. Keywords: Brand Image, Product Quality, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Lilik Indra Mulyana | ||||||||
| Date Deposited: | 10 Mar 2022 04:21 | ||||||||
| Last Modified: | 10 Mar 2022 04:21 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5411 |
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