PUTRI, HANA MAUDYANA (2020) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN YANG BERDAMPAK PADA LOYALITAS KONSUMEN KOBER MIE SETAN CAB. SEMOLOWARU SURABAYA. Diploma thesis, STIE MAHARDHIKA.
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Abstract
This study was intended to determine the effect of brand image and product quality on consumer satisfaction which has an impact on customer loyalty Kober Mie Setan Cab. Semolowaru Surabaya. This research was conducted with a quantitative approach that is, research that focused on testing hypotheses, with statistical method analysis tools and generating conclusions that can be generalized. The sample in this study are consumers who have visited or bought at Kober Mie Setan Cab. Semolowaru. The sample used in this study is as many as 96 respondents with a sampling technique using Non-probability Sampling, namely the Incendental Sampling technique. The test equipment used was a path analysis technique (Path Analysis) with SPSS 21.0 software. after testing the proposed hypothesis, the results of brand image have an effect on customer satisfaction, product quality has an effect on customer satisfaction, brand image has an effect on customer loyalty, product quality has an effect on customer loyalty, customer satisfaction has an effect on customer loyalty, brand image has no effect on customer loyalty through customer satisfaction, and product quality does not effect customer loyalty through customer satisfaction.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Product Quality, Consumer Satisfaction, Consumer Loyalty |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 05 Mar 2020 06:07 |
| Last Modified: | 04 Jan 2023 02:46 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1442 |
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