Nandra, Ratna Ayu (2022) Pengaruh Citra Merek Dan Kualitas Produk terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Produk Ms Glow (Studi pada Followers Instagram @msglow_dee). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect created by brand image, product quality, on customer loyalty either directly or indirectly through customer satisfaction. The research population is a generalization area consisting of objects and subjects that have certain qualities and characteristics determined by the researcher to be studied and then draw conclusions. The sample used in this study were 100 respondents. The sampling technique is the Purposive Sampling technique with the criteria of consumers aged 17 years and over and following Instagram @msglow_dee. Data analysis using Path Analysis technique (Path Analysis). The results of the analysis show that brand image and product quality positively and significantly affect satisfaction. The results showed that brand image has a positive and prominent effect on customer loyalty. Product quality has a positive and prominent effect on customer loyalty, and the brand image of product quality positively and clearly affects customer loyalty through customer satisfaction.
| 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: | Ratna Ayu Nandra | ||||||||
| Date Deposited: | 13 May 2022 02:55 | ||||||||
| Last Modified: | 13 May 2022 02:55 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6030 |
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