WAHYUDI, TRI (2018) PENGARUH EKUITAS MEREK DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN UNTUK TERWUJUTNYA LOYALITAS KONSUMEN PADA PT. MATAHARI DEPARTEMEN STORE CABANG LIPPO PLAZZA SIDOARJO. Diploma thesis, STIE MAHARDHIKA SURABAYA.
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Abstract
The purpose of this study is to examine the impact of brand equity and service quality on customer satisfaction and customer loyalty at PT. MatahariDepartement Store Lippo Plaza Sidoarjo branch. Lately the very high level of competition in the retail service industry poses a challenge for every department store to determine effective and consistent marketing strategies to be able to maintain and attract consumer loyalty. This type of research uses quantitative methods and uses path analysis method (path analysis), with a sample of 100 consumers, and data collection techniques in this study by distributing questionnaires and processed with the help of Statistical Software Package for Social Sciences (SPSS). The results of this study indicate that the structure of the first equation that is brand equity and service quality has a significant effect on customer satisfaction at PT. Matahari Department Store Lippo Plaza Sidoarjo branch and the structure of the second equation, brand equity, service quality and consumer aging significantly influence consumer loyalty at PT. Matahari Department Store Lippo Plaza Sidoarjo branch.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Ekuitas Merek, Kualitas Layanan, Kepuasan Konsumen, Loyalitas Konsumen. |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 17 Dec 2019 03:27 |
| Last Modified: | 14 Dec 2022 09:05 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1264 |
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