Rintani, Ahla Nur (2025) Pengaruh Citra Merek, Kualitas Layanan, Harga Dan Kepuasan Terhadap Loyalitas Pelanggan Wizzmie Di Kota Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the influence of brand image, service quality, price and satisfaction on Wizzmie customer loyalty in the city of Surabaya. Brand image, service quality and price are important factors in the food industry as they can affect customer satisfaction which ultimately impacts their customer loyalty. This study uses a quantitative method by using data collection through questionnaires distributed to Wizzmie customers in the city of Surabaya. The data analysis technique used is regression analysis with the help of statistical software to test the relationship between variables. The results show that service quality does not have a positive and significant influence on customer satisfaction, but brand image and price have a positive and significant influence on customer satisfaction. In addition, customer satisfaction has a positive and significant influence on customer loyalty. These findings indicate that the higher the brand image and price provided by Wizzmie in the city of Surabaya, the higher the level of customer satisfaction, which ultimately increases their loyalty to Wizzmie in the city of Surabaya. Therefore, Wizzmie needs to continue to improve the quality of service to maintain the satisfaction and loyalty of Wizzmie customers in the city of Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | AHLA NUR RINTANI |
| Date Deposited: | 13 Mar 2025 06:21 |
| Last Modified: | 13 Mar 2025 06:21 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13353 |
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