Fachri, Abu Hirzan (2022) PENGARUH EKUITAS MEREK ,KEPERCAYAAN KONSUMEN,IKATAN SOSIAL DAN SERVICE QUALITY TERHADAP LOYALITAS PELANGGAN (STUDI KASUS PADA ROPANGKU GISEN). Skripsi thesis, Sekolah Tinggi Ilmu Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Fenomena saat ini adalah ekuitas merek yang di bangun dengan kepercayaan konsumen menggunakan ikatan sosial dengan masyarakat sekitar dengan melakukan service quality yang baik pada Ropangku ginsen membuat para pelanggan terus berdatangan kembali ketempat tersebut sehingga timbul loyalitas pelanggan Tujuan Penelitian ini adalah Untuk mengentahui seberapa besar pengaruh ekuitas merek , kepercayaan konsumen , ikatan sosal dan service quality terhadap loyalits pelanggan. Penelitian ini menggunakan metode penelitian kuantitatif deskriptif.sampel yang digunakan sebanyak 96 Responden.pengolah data menggunakan SPSS versi 24 Hasil penelitian Menujukkan bahwa Seluruh variabel independen atau variabel bebas yaitu Ekuitas Merek , Kepercayaan Konsumen , Ikatan Sosial , dan Service quality secara bersama-sama berpengaruh signifikan terhadap variabel dependen atau variabel terikat yaitu Loyalitas pelanggan Kata Kunci : Ekuitas Merek, Kepercayaan, Konsumen , Ikatan Sosial , Service quality , loyalitas Pelanggan ABSTRACT The current phenomenon is brand equity that is built with consumer trust using social ties with the surrounding community by doing good service quality at Ropangku Ginsen, making customers keep coming back to the place so that customer loyalty arises. The purpose of this study is to find out how much influence brand equity, consumer trust, social ties and service quality have on customer loyalty. This study uses descriptive quantitative research methods. The sample used is 96 respondents. Data processing uses SPSS version 24 The results show that all independent variables or independent variables, namely Brand Equity, Consumer Trust, Social Bonds, and Service Quality together have a significant effect on the dependent variable or the dependent variable, namely customer loyalty. Keywords : Brand Equity, Trust, Consumers, Social Bonds, Service quality, Customer loyalty
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Fachri Abu Hirzan | ||||||||
| Date Deposited: | 09 Sep 2022 01:46 | ||||||||
| Last Modified: | 09 Sep 2022 01:46 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8295 |
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