Studynka, Brivan Ardhandy (2025) Analisis Pengaruh Kualitas Layanan, Harga, Brand Image Terhadap Kepuasan Dan Loyalitas Audience Liga Tendang Bola Menggunakan Metode Partial Least Squares. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of service quality, price, and brand image on audience satisfaction and loyalty in the 2025 Liga Tendang Bola event in Surabaya. The research employed a quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4. The findings reveal that service quality, price, and brand image significantly affect audience satisfaction. However, only service quality and brand image were found to have a significant impact on loyalty, while price and satisfaction did not show a direct influence. The structural equation model further demonstrates that audience loyalty is more strongly influenced by service quality and brand image compared to price. These results provide practical implications for event organizers to prioritize enhancing service quality and strengthening brand image.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Brivan Ardhandy Studynka | ||||||||
| Date Deposited: | 16 Sep 2025 06:51 | ||||||||
| Last Modified: | 16 Sep 2025 06:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43607 |
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