PENGARUH BRAND IMAGE DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN(Studi Kasus pada Customer Colombus Cash and Credit Sunter)

KATHERINE, Katherine, Christi (2020) PENGARUH BRAND IMAGE DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN(Studi Kasus pada Customer Colombus Cash and Credit Sunter). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara brand image dan kepercayaan terhadap loyalitas pelanggan melalui kepuasan pelanggan. Penelitian dilakukan terhadap customer Colombus Cash and Credit dengan populasi sebesar 258 orang dan ditetapkan sampel sebanyak 100 orang. Teknik pengambilan sampel yang digunakan dalam penelitian ini menggunakan probability sampling dengan teknik simple random sampling yaitu peneliti mengambil sampel secara acak. Jenis data yang diperlukan dalam penelitian ini adalah data kuantitatif. Data kuantitatif dalam penelitian ini merupakan data yang bersumber langsung dari responden yang disajikan dalam bentuk skala likert. Teknik pengumpulan data yang digunakan antara lain observasi, wawancara dan angket. Metoda statistik yang digunakan adalah analisis jalur dengan aplikasi WarpPLS 6.0. Hasil dari penelitian ini terdapat pengaruh langsung antara brand image (X1) terhadap kepuasan pelanggan (Y). Terdapat pengaruh langsung antara kepercayaan (X2) terhadap kepuasan pelanggan (Y). Terdapat pengaruh langsung antara kepuasan pelanggan (Y) terhadap loyalitas pelanggan (Z). Terdapat pengaruh langsung antara brand image (X1) terhadap loyalitas pelanggan (Z) terdapat pengaruh langsung antara kepercayaan (X2) terhadap loyalitas pelanggan (Z). Tidak terdapat pengaruh tidak langsung antara brand image (X1) terhadap loyalitas pelanggan (Z) melalui kepuasan pelanggan (Y). Terdapat pengaruh tidak langsung antara kepercayaan (X2) terhadap loyalitas pelanggan (Z) melalui kepuasan pelanggan (Y). ABSTRACT The purpose of this study is to determine the effect of brand image and trust on customer loyalty through customer satisfaction. The study was conducted on Colombus Cash and Credit customers with a population of 258 people and a sample of 100 people was determined. The sampling technique used in this study is probability sampling with a simple random sampling technique that is the researcher takes a random sample. The type of data needed in this research is quantitative data. Quantitative data in this study are data sourced directly from respondents presented in the form of a Likert scale. Data collection techniques used include observation, interviews and questionnaires. The statistical method used is path analysis with the WarpPLS 6.0 application. The results of this study have a direct effect between brand image (X1) on customer satisfaction (Y). There is a direct influence between trust (X2) on customer satisfaction (Y). There is a direct influence between customer satisfaction (Y) on customer loyalty (Z). There is a direct influence between brand image (X1) on customer loyalty (Z) there is a direct influence between trust (X2) on customer loyalty (Z). There is no indirect effect between brand image (X1) on customer loyalty (Z) through customer satisfaction (Y). There is an indirect effect between trust (X2) on customer loyalty (Z) through customer satisfaction (Y). Keywords : Brand Image, Trust, Customer Satisfaction, Customer Loyalty

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Santoso, Joko Bagio UNSPECIFIED joko-bagio-santoso@stei.ac.id
Uncontrolled Keywords:	Brand Image, Kepercayaan, Kepuasan Pelanggan, Loyalitas Pelanggan
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Users 925 not found.
Date Deposited:	29 Dec 2020 06:34
Last Modified:	29 Dec 2020 06:34
URI:	http://repository.stei.ac.id/id/eprint/1957

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