PENGARUH ALIANSI PEMASARAN TERHADAP KUALITAS LAYANAN SERTA DAMPAKNYA TERHADAP BRAND REPUTATION DAN DAYA TARIK JASA PADA EMKL PT.GARBANTARA CITRA BUANA SURABAYA

WULANDARI, RIZA DWI (2018) PENGARUH ALIANSI PEMASARAN TERHADAP KUALITAS LAYANAN SERTA DAMPAKNYA TERHADAP BRAND REPUTATION DAN DAYA TARIK JASA PADA EMKL PT.GARBANTARA CITRA BUANA SURABAYA. PENGARUH ALIANSI PEMASARAN TERHADAP KUALITAS LAYANAN SERTA DAMPAKNYA TERHADAP BRAND REPUTATION DAN DAYA TARIK JASA PADA EMKL PT.GARBANTARA CITRA BUANA SURABAYA.

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Abstract

Marketers generally want that customers who are satisfied with the services provided can be maintained forever. This is not an easy task considering changes can occur at any time, whether a change in the customer's self like taste or psychological aspects and changes in environmental conditions. In an increasingly fierce competitive environment with the inclusion of innovative products to the market on the one hand and saturated market conditions for specific products on the other hand, the task of managing customer loyalty becomes a mild managerial challenge. One of the limited themes in the number of research literature is a topic that examines the use of marketing alliances, in which marketing alliances represent lateral relationships between firms on the same level of added value chain and form of symbiosis in symbiotic marketing. In addition, the alliance also leads to the development of an integrated concept of enhancing consumer cognitive elements to the brand reputation of joint product marketing. This study aims to determine the Influence of Marketing Alliances on Quality of Service and Its Impact on Brand Reputation And Attractiveness Services At EMKL PT.Garbantara Citra Buana Surabaya. The data used in this study is the primary data obtained by distributing questionnaires to customers who use the services of Cargo Expedition (EMKL) PT.Garbantara Citra Buana Surabaya. The analytical technique used is the path diagram that will make it easier to see the relation of causality to be tested by using SEM (Structural Equation Modeling). The test results showed that the marketing alliance had a positive effect on service quality at EMKL PT.Garbantara Citra Buana Surabaya. Quality of service has no effect on Brand Reputation in EMKL PT.Garbantara Citra Buana Surabaya. Service quality positively affects the attractiveness of services at EMKL PT.Garbantara Citra Buana Surabaya. Keyword: marketing alliances, service quality, brand reputation and service appeal

Item Type:	Article
Uncontrolled Keywords:	arketing alliances, service quality, brand reputation and service appeal
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email Lib.stiemahardhika@gmail.com
Date Deposited:	30 Sep 2019 03:24
Last Modified:	29 Sep 2020 07:44
URI:	http://repository.mahardhika-library.id/id/eprint/809

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