Ramdhani, Agung Nur (2021) PENGARUH TINGKAT KEPERCAYAAN, EKUITAS MEREK DAN WOM TERHADAP LOYALITAS PELANGGAN MELALUI KEPUTUSAN PEMBELIAN (Studi Kasus Pengguna Handphone Produk China di STEI Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Tingkat Kepercayaan, Ekuitas Merek, Dan Word Of Mouth Terhadap Loyalitas Pelanggan Melalui Keputusan Pembelian Handphone Produk China (Studi Kasus Mahasiswa STEI Rawamangun). Untuk strategi penelitiannya menggunakan strategi penelitian asosiatif dengan metode kuantitatif. Untuk populasi dalam penelitian ini sejumlah 1538 mahasiswa. Dan sampel sebanyak 317 responden. Untuk teknik pengambilan sampel menggunakan teknik purposive sampling. Untuk teknik purposive sampling mempunyai kriteria atau syarat yaitu pertama Mahasiswa/I Aktif S1 Manajemen dan S1 Akuntansi angkatan 2017 & 2018. Dan kedua, Mahasiswa/I pengguna handphone produk China selama 2 bulan. Untuk metode pengumpulan datanya menggunakan kuesioner. Setelah itu ada teknik analisis data menggunakan Analisis Jalur dengan metode SmartPLS versi 3.0.0 dan dievaluasi dengan outer dan inner model. Hasil Penelitian ini menunjukkan bahwa Tingkat Kepercayaan, Ekuitas Merek dan Word Of Mouth berpengaruh langsung terhadap Keputusan Pembelian,selanjutnya dari Tingkat Kepercayaan, Word Of Mouth dan Keputusan Pembelian berpengaruh langsung terhadap Loyalitas Pelanggan, Ekuitas Merek tidak berpengaruh langsung terhadap Loyalitas Pelanggan, dan adanya pengaruh Tingkat Kepercayaan, Ekuitas Merek, dan Word Of Mouth berpengaruh tidak langsung terhadap Loyalitas Pelanggan melalui Keputusan Pembelian Kata Kunci : Tingkat Kepercayaan, Ekuitas Merek, Word Of Mouth, Loyalitas Pelanggan, Keputusan Pembelian. ABSTRACT This study aims to determine the effect of Trust Level, Brand Equity, and Word Of Mouth on Customer Loyalty Through Purchase Decisions of Chinese Mobile Phones (Case Study of STEI Rawamangun Students). The research strategy uses an associative research strategy with quantitative methods. The population in this study was 1538 students. And a sample of 317 respondents. For the sampling technique used purposive sampling technique. For the purposive sampling technique, there are criteria or requirements, namely: First, Active S1 Management Students and Accounting S1 Classes of 2017 & 2018. And second, students/I users of Chinese mobile phones for 2 months. For the data collection method using a questionnaire. After that, there is a data analysis technique using Path Analysis with the SmartPLS version 3.0.0 method and evaluated with the outer and inner models. The results of this study indicate that the level of trust, brand equity and word of mouth have a direct effect on purchasing decisions, then from the level of trust, word of mouth and purchasing decisions have a direct effect on customer loyalty, brand equity does not directly affect customer loyalty, and the influence of level Trust, Brand Equity, and Word Of Mouth have an indirect effect on Customer Loyalty through Purchase Decisions Keywords : Trust Level, Brand Equity, Word Of Mouth, Customer Loyalty, Purchase Decision.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | AGUNG NUR RAMDHANI | ||||||||
| Date Deposited: | 10 Nov 2021 03:43 | ||||||||
| Last Modified: | 10 Nov 2021 03:43 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5769 |
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