Arsah, Avi Ady (2024) Pengaruh Harga, Citra Merek, Kualitas Layanan, Dan Kepuasan Pelanggan, Terhadap Loyalitas Pelanggan Kereta Api Ekonomi Jayabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study examines the relationship between the effect of price, brand image, and service quality on customer satisfaction and customer loyalty of JayaBaya Economic Train. The type of research used is quantitative research through a consumer survey approach. The sampling technique used is purposive sampling. Data collection is done by survey method through google form filled in by respondents. The research sample used was 150 respondents who had used the JayaBaya Economy Train. In this study, the test used in statistical analysis is hypothesis testing with PLS-SEM (Partial Least Square Structural Equation Modeling) software and WarpPLS 7.0. Based on the processing results it can be concluded, (1) Price has a significant effect on customer satisfaction; (2) Brand image has no significant effect on customer satisfaction: (3) Service quality has a significant effect on customer satisfaction: (4) Customer satisfaction has a significant effect on customer loyalty. Keywords: Brand Image, Customer Satisfaction, Customer Loyalty, Price, Service Quality,
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 330 - ECONOMICS |
| Divisions: | Bachelor of Management |
| Depositing User: | AVI ADY ARSAH |
| Date Deposited: | 10 Jun 2024 03:34 |
| Last Modified: | 10 Jun 2024 03:34 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12465 |
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