Rahma, Syafira Chamila (2024) Pengaruh Brand Awareness dan Brand Ambassador Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Intervening (Studi Pada Konsumen Air Minum Crystalin di Kota Gresik). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
This research aims to determine and analyze the influence of Brand Awareness on Costumer Satisfaction, the influence of Brand Ambassadors on Costumer Satisfaction, the influence of Brand Awareness on Costumer Loyalty, the influence of Brand Ambassadors on Costumer Loyalty, the influence of Costumer Satisfaction on Costumer Loyalty, the influence of Brand Awareness on Costumer Loyalty through Costumers Satisfaction, the Influence of Brand Ambassadors on Costumer Loyalty through Costumer Satisfaction. The population of this research is Crystalin drinking water Costumers who live in Gresik. The sample used was 100 taken using purposive sampling technique. Data analysis in this research used SEM-PLS with SmartPLS software version 4.0. The research results show that Brand Awareness (X1) has a significant effect on Consumer Satisfaction (Z) with t-statistic values > 1.98 of 3.223 and p-values < 0.05 of 0.001. Brand Ambassador (X2) has a significant effect on Consumer Satisfaction (Z) with a t-statistic value > 1.98 of 2.335 and a p-value < 0.05 of 0.020. Brand Awareness (X1) has a significant effect on Consumer Loyalty (Y) with t-statistic values > 1.98 of 4.089 and p-values < 0.05 of 0.000. Brand Ambassador (X2) does not have a significant effect on Consumer Loyalty (Y) because the t-statistic value < 1.98 is 1.552 and the p-value > 0.05 is 0.121. Consumer satisfaction (Z) has a significant effect on Consumer Loyalty (Y) with t-statistic values > 1.98 of 4.227 and p-values < 0.05 of 0.000. Brand Awareness (X1) has a significant effect on Consumer Loyalty (Y) through consumer satisfaction (Z) with a t-statistic value > 1.98 of 2.525 and a p-value < 0.05 of 0.012. Brand Ambassador (X2) has a significant effect on Consumer Loyalty (Y) through Consumer Satisfaction (Z) with t-statistic values > 1.98 of 2.088 and p-values < 0.05 of 0.037. Keywords : Brand Awareness, Brand Ambassador, Costumer Satisfaction, Costumer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| 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 |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Syafira Chamila Rahma | ||||||||
| Date Deposited: | 20 Mar 2024 06:23 | ||||||||
| Last Modified: | 20 Mar 2024 06:23 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21517 |
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