Rizki, Putiari Alaina (2022) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK INDOMIE MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING TERHADAP LOYALITAS PELANGGAN (Studi Kasus Konsumen Indomie di Wilayah Waru Sidoarjo). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Instant Noodle is a food product that is practical and much-loved by all people. Therefore, companies need to analyze consumer behavior towards the pattern of purchasing their products. This study aims to determine the effect of brand image, price, and quality of Indomie products through consumer satisfaction as an intervening variable on customer loyalty. The number of samples is 100 respondents. The data analysis technique used was path analysis with the help of the SPSS 25.0 program. Sobel test results show that there is an influence between brand image on customer loyalty through customer satisfaction as an intervening variable, price on customer loyalty through customer satisfaction as an intervening variable, and product quality on customer loyalty through customer satisfaction as an intervening variable. This is because the value of t count is greater than t table.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Putiari Alaina Rizki | ||||||||
| Date Deposited: | 04 Apr 2022 01:14 | ||||||||
| Last Modified: | 04 Apr 2022 01:14 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/5664 |
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