Prihantono, Victory Raphael (2025) Analisis Pengaruh Promotion Mix, Brand Image, dan Service Quality terhadap Keputusan Penggunaan Jasa dan Kepuasan Pelanggan dengan Tool SEM (Studi Kasus: Soul5ive Band Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The live music service industry provides an interactive experience for audiences in various events, so an effective marketing strategy is needed to increase service usage and customer satisfaction. This study aims to analyze the effect of Promotion Mix, Brand Image, and Service Quality on the Decision to Use Services and Customer Satisfaction of Soul5ive Band. The method used is quantitative with an online survey of 120 respondents and analysis using Structural Equation Modeling (SEM)-AMOS. The results of the study indicate that Promotion Mix has a significant effect on the Decision to Use Services (CR = 2.144 ≥ ttable 1.721) and on Customer Satisfaction (CR = 2,100 ≥ ttable 1,721). Brand Image has a significant effect on the Decision to Use Services (CR = 2.717 ≥ ttable 1.721) and on Customer Satisfaction (CR = 2.184 ≥ ttable 1.721). Service Quality has a significant effect on the Decision to Use Services (CR = 4.171 ≥ ttable 1.721) and Customer Satisfaction (CR = 3,510 ≥ ttable 1,721). The Decision to Use Services has a significant effect on Customer Satisfaction (CR = 2.125 ≥ ttable 1.721). These findings contribute to the live music service industry in designing more effective marketing strategies to improve service decisions and customer satisfaction.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | M Music and Books on Music > M Music T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering |
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| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Victory Raphael Prihantono | ||||||||
| Date Deposited: | 30 Apr 2025 05:40 | ||||||||
| Last Modified: | 30 Apr 2025 05:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36066 |
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