Rafsanjani, Reza Hazmi (2022) PENGARUH CITRA MEREK, KEPERCAYAAN DAN WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada Konsumen Lookit Barber). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui Pengaruh Citra Merek, Kepercayaan dan Word Of Mouth terhadap Loyalitas Pelanggan. Penelitian yang dilakukan menggunakan strategi asosiatif, yaitu penelitian yang bertujuan untuk mengetahui pengaruh antara minimal dua variabel atau lebih dan mencari sebab dan akibat. Adapun metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian survey, dimana data diperoleh melalui kuesioner dengan data yang dikumpulkan dari pernyataan dengan jumlah sampel sebanyak 92 orang. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dan dianalisis dengan menggunakan regresi linier berganda. Hasil penelitian menyimpulkan bahwa Terdapat pengaruh signifikan dan positif Citra Merek terhadap Loyalitas Pelanggan, Terdapat pengaruh signifikan dan positif Kepercayaan terhadap Loyalitas Pelanggan, Terdapat pengaruh signifikan dan negatif Word Of Mouth terhadap Loyalitas Pelanggan. Secara simultan terdapat pengaruh Citra Merek, Kepercayaan dan Word Of Mouth terhadap Loyalitas Pelanggan. This study aims to determine the influence of brand image, trust and Word Of Mouth on customer loyalty. The research was conducted using an associative strategy, namely research that aims to determine the influence between at least two or more variables and look for cause and influence. The research method used in this study is a survey research method, where data is obtained through a questionnaire with data collected from statements with a total sample of 92 people. The sampling method used in this study was purposive sampling and analyzed using multiple linear regression. The results of the study conclude that there is a significant and positive influence of brand image on customer loyalty, there is a significant and positive influence of trust on customer loyalty, there is a significant and negative influence of Word Of Mouth on loyalty Customer. Simultaneously there is the influence of Brand Image, Trust and Word Of Mouth on Customer Loyalty
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Citra Merek, Kepercayaan, Word Of Mouth,Loyalitas Pelanggan | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Reza Hazmi Rafsanjani | ||||||||
| Date Deposited: | 21 Apr 2022 06:03 | ||||||||
| Last Modified: | 21 Apr 2022 06:03 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/7559 |
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