Sayekti, Mayang Dwi (2023) Pengaruh Brand image dan Kualitas Produk terhadap Loyalitas melalui Kepuasan Konsumen sebagai Variabel Intervening (Studi Kasus pada Konsumen Cokelat Silverqueen di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
|
Text (Cover)
19042010003-cover.pdf Download (1MB) | Preview |
|
|
Text (Bab 1)
19042010003-bab1.pdf Download (212kB) | Preview |
|
![[img]](http://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Bab 2)
19042010003-bab2.pdf Restricted to Registered users only until 2025. Download (299kB) |
|
|
Text (Bab 3)
19042010003-bab3.pdf Restricted to Registered users only until 2025. Download (257kB) |
|
|
Text (Bab 4)
19042010003-bab4.pdf Restricted to Registered users only until 2025. Download (471kB) |
|
|
Text (Bab 5)
19042010003-bab5.pdf Download (47kB) | Preview |
|
|
Text (Daftar Pustaka)
19042010003-daftarpustaka.pdf Download (127kB) | Preview |
|
|
Text (Lampiran)
19042010003-lampiran.pdf Restricted to Registered users only until 2025. Download (459kB) |
Abstract
The purpose of this research is to find out whether there is an influence of brand image and product quality on consumer loyalty through customer satisfaction as an intervening variabel on silverqueen chocolate consumers in Surabaya. The type of research is quantitative and the data collection technique uses a questionnaire method. The population in this study who became the target population was the people of Surabaya who had consumed silverqueen chocolate products. The number of samples used in this study were 100 respondents. The sampling technique in this study is the purposive sampling technique with the criteria of silverqueen chocolate consumers who are domiciled in Surabaya with a minimum age of 17 years and have purchased the product at least 1 time. The data analysis technique used the Statistical Program for Social Science (SPSS) version 25 software. The results of this research indicate that brand image had no significant effect on consumer satisfaction. Product quality has a significant effect on consumer satisfaction. Brand image has no significant effect on consumer loyalty. Product quality has no significant effect on consumer loyalty. Consumer satisfaction has a significant effect on consumer loyalty. Brand image has a significant effect on consumer loyalty through customer satisfaction. Product quality has a significant effect on consumer loyalty through customer satisfaction.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Uncontrolled Keywords: | Brand image, kualitas produk, loyalitas konsumen, kepuasan konsumen, cokelat silverqueen | ||||||||
| 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 |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Unnamed user with email 19042010003@student.upnjatim.ac.id | ||||||||
| Date Deposited: | 18 Jan 2023 03:42 | ||||||||
| Last Modified: | 18 Jan 2023 04:28 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/11128 |
Actions (login required)
 |
View Item |