MARDAN, AZARIA PUTRI (2021) PENGARUH BRAND IMAGE DAN CUSTOMER RELATIONSHIP MANAGEMENT MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING TERHADAP LOYALITAS PELANGGAN (Studi Pada Viva Cosmetics di Surabaya). Undergraduate thesis, UPN 'Veteran' Jawa Timur.
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Abstract
The purpose of this research : (1) the effect of brand image and customer relationship management on customer satisfaction at Viva Cosmetics; (2) the influenced of brand image, customer relationship management, customer satisfaction on customer loyalty of Viva Cosmetics. The population in this research is consumers who have bought and used Viva Cosmetics products in the Surabaya area. In this study using a sample of 384 respondents. The sampling technique is purposive sampling technique with the criteria of female consumers aged ± 17 years and over and have used Viva Cosmetics products. Data analysis techniques used Partial Least Square with smartPLS 3.0 software. The results of this research indicated that brand image and customer relationship management have a positive and significant effect on customer satisfaction. Likewise, brand image, customer relationship management, and customer satisfaction have a positive and significant effect on customer loyalty. Indirectly, brand image and customer relationship management have a positive and significant effect on customer loyalty through customer satisfaction. Keywords: Brand Image, Customer Relationship Management, Customer Satisfaction, Customer Loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 29 Oct 2021 07:25 | ||||||||
| Last Modified: | 29 Oct 2021 07:25 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2537 |
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