ANALISIS PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN ( Studi Pada PT. Total Printing Indonesia di Rawamangun)

Chaerunisah, Nisah (2021) ANALISIS PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN ( Studi Pada PT. Total Printing Indonesia di Rawamangun). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Tujuan penelitian ini adalah untuk menganalisis pengaruh citra perusahaan dan kualitas pelayanan terhadap loyalitas melalui kepuasan pelanggan sebagai variabel intervening (kasus pada pelanggan PT. Total Printing Indonesia Di Rawamangun). Populasi dalam penelitian ini adalah pelanggan PT. Total Printing Indonesia Di Rawamangun. Teknik pengambilan sampel yang digunakan adalah metode probability sampling besar sampel di tentukan dengan menggunakan rumus MOE karna jumlah populasi berukuran besar dan tidak di ketahui secara pasti maka jumlah sampel yang dapat mewakili populasi sebanyak 97,dan di tarik menjadi 100 orang. Penelitian ini menggunakan teknik analisis jalur atau path analysis dengan SPSS versi 26.0 Hasil dari menunjukkan bahwa citra perusahaan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. Citra perusahaan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Ada Secara tidak langsung citra perusahaan berpengaruh terhadap loyalitas melalui kepuasan pelanggan. Secara tidak langsung kualitas pelayanan berpengaruh terhadap loyalitas melalui kepuasan pelanggan PT. Total Printing Indonesia. ABSTRACT The purpose of this study was to analyze the effect of corporate image and service quality on loyalty through customer satisfaction as an intervening variable (the case of customers of PT. Total Printing Indonesia in Rawamangun). The population in this study were customers of PT. Total Printing Indonesia In Rawamangun. The sampling technique used is the probability sampling method, the sample size is determined using the MOE formula because the population is large and not known for certain, the number of samples that can represent the population is 97, and is drawn to 100 people. This study uses path analysis techniques with SPSS version 26.0 The results show that the company's image has a positive and significant effect on customer satisfaction. Service quality has a positive and significant effect on customer satisfaction. Customer satisfaction has an effect on customer loyalty. Company image has a positive and significant effect on customer loyalty. Service quality has a positive and significant effect on customer loyalty. There is an indirect effect on corporate image loyalty through customer satisfaction. Indirectly the quality of service affects loyalty through customer satisfaction PT. Total Printing Indonesia.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSyamsuar, GinanjarNIDN0323106102ginanjar.syamsuar@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: CHAERUNISAH
Date Deposited: 07 Jan 2022 02:55
Last Modified: 07 Jan 2022 02:55
URI: http://repository.stei.ac.id/id/eprint/6705

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