Yunaji, Aisyah Putri (2023) Pengaruh Persepsi Kualitas Dan Citra Merek Terhadap Loyalitas Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus pada Konsumen Pop Mie di Rungkut, Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence created from perceived quality and brand image on the level of customer loyalty to Pop Mie products which is mediated by customer satisfaction. The population in this study were Pop Mie consumers in Rungkut, Surabaya with a sample of 100 respondents using a purposive sampling technique (consumer criteria aged 17-26 years and domiciled in Rungkut, Surabaya). Data analysis used the Path Analysis method. The results of the analysis is that Perceived quality has a significant effect on customer loyalty, Brand image has a significant effect on customer loyalty, and customer satisfaction has a significant effect on customer loyalty. Customer satisfaction mediates the effect of perceived quality has a significant effect on customer loyalty, Customer satisfaction mediates the effect of brand image has a significant effect on customer loyalty.
| 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: | Aisyah Putri Yunaji | ||||||||
| Date Deposited: | 16 Mar 2023 06:22 | ||||||||
| Last Modified: | 16 Mar 2023 06:22 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/12311 |
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