PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PT. UNILEVER INDONESIA TBK DI SURABAYA.

PRATAMA, KADHEA HARIS (2020) PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN PT. UNILEVER INDONESIA TBK DI SURABAYA. Diploma thesis, STIE MAHARDHIKA SURABAYA.

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Abstract

This study discusses the influence of brand image and price on customersatisfaction and loyalty of PT. Unilever Indonesia Tbk in Surabaya. Thisresearchis categorized as an explanatory research type with a research design using acomparative causal approach. The population used in this study are people whohave been earning and using products from PT. Unilever Indonesia, Tbk. who isdomiciled inSurabaya. This research uses purposive sampling technique with thecriteria of consumers who have used PT. Unilever Indonesia, Tbk at least 2 times,a number of 97 people. The method of analysis of this study uses path analysisbased on multiple linear regression. The results of this study indicate that: (1)Brand image and price have a positive and significant effect on consumersatisfaction with direct contributions of 59.5% and 31.4%, respectively. (2) Brandimage, price, and satisfaction have positiveand significant effects on consumerloyalty with direct contributions of 71.8%, 38.7%, and 25.6% respectively. (3)Brand image and price partially have an indirect and significant effect on loyaltythrough customer satisfaction with an indirect effect of 15.2% and 8.1%,respectively, meaning that the consumer satisfaction variable is a goodintervening variable in mediating the effect of value customers and price partiallyon consumer loyalty. (4) Brand image has a dominant influence on loyalty withcustomer satisfaction as an intervening variable.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Brand Image, Price, Satisfaction, Loyalty
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	30 Sep 2020 09:12
Last Modified:	10 Jan 2023 09:13
URI:	http://repository.stiemahardhika.ac.id/id/eprint/1603

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