Noorthirafi, Ghazian Qashmal (2025) Pengaruh Kualitas Pelayanan Dan Kualitas Produk Serta Inovasi Terhadap Kepuasan Pelanggan Dan Menciptakan Loyalitas Pelanggan Smartphone Samsung Di Kelurahan Kutisari Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the influence of service quality, product quality, and innovation on customer satisfaction and its impact on creating customer loyalty for Samsung smartphones in Kutisari, Surabaya. A quantitative approach was used, employing a survey method through questionnaires distributed to 139 Samsung users. The data analysis technique applied was Structural Equation Modelling – Partial Least Square (SEM-PLS) using WarpPLS 8.0 software. The results indicate that service quality, product quality, and innovation have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction serves as a significant mediating variable in enhancing customer loyalty. Thus, improving service quality, product quality, and innovation has been proven to directly and indirectly increase customer loyalty through customer satisfaction.The implications of this study provide recommendations for Samsung's management to focus more on enhancing service quality and product innovation to maintain customer satisfaction and loyalty. This research can also serve as a reference for future studies aiming to explore the relationships between these variables in the smartphone industry more deeply. Keywords: Service Quality, Product Quality, Innovation, Customer Satisfaction, Customer Loyalty, SEM-PLS, Samsung.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 600 - 609 TECHNOLOGY > 600 - TECHNOLOGY 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | GHAZIAN QASHMAL NOORTHIRAFI |
| Date Deposited: | 11 Mar 2025 03:40 |
| Last Modified: | 11 Mar 2025 03:40 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13053 |
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