Lastyawati, Trizki (2024) Pengaruh Dukungan Selebriti Dan Kualitas Layanan Terhadap Kepuasan Pelanggan Dimediasi Oleh Citra Merek Pengguna Aplikasi Tokopedia Di Surabaya. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study discusses the influence of Celebrity Support and Service Quality On Customer Satisfaction, Mediated by The Brand Image Of Users Of The Tokopedia Application In Surabaya. The results obtained from this research are that celebrity support has a positive and significant effect on brand image. Service Quality has a positive and significant effect on Brand Image. Celebrity Endorsement has no significant effect on Customer Satisfaction. Service Quality has no significant effect on Customer Satisfaction. Brand Image has a positive and significant effect on Customer Satisfaction. Brand Image mediates the relationship between Celebrity Endorsement and Customer Satisfaction. Brand Image mediates the relationship between Service Quality and Customer Satisfaction of Tokopedia application users in Surabaya.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 659 - ADVERTISING & PUBLIC RELATIONS |
| Divisions: | Magister of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 08 Aug 2024 07:59 |
| Last Modified: | 08 Aug 2024 07:59 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12738 |
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