Permata, Cynthia Herda (2019) Pengaruh Harga, Nilai Yang Dirasakan Terhadap Loyalitas Merek Melalui Mediasi Kepuasan Pelanggan Sepeda Motor Honda Vario Di Gresik. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
Honda is a motorcycle manufacturer that is very popular and is in great demand by everyone, especially people in Gresik. Here Honda produces motorbikes, one of which is Honda Vario, an automatic scooter. Here Honda Vario has three types, namely, Honda Vario 150 eSP, Honda Vario 125 eSP and Honda Vario 110 eSP. The purpose of this study aims to analyze the effect of prices, perceived value, customer satisfaction on the brand loyalty of Honda Vario motorcycle products in Gresik. This study had a hundred respondents using Honda Vario motorcycle in Gresik for at least the last three months. Using purposive sampling as a sampling technique, so that the sample by means of sampling with certain considerations. Data was collected by distributing questionnaires. This study uses the WarpPLS 6.0 test tool. The results of this study indicate that the price does not have a significant effect on customer satisfaction but the perceived value has a significant effect on customer satisfaction, customer satisfaction has a significant effect on brand loyalty, customer satisfaction does not mediate the effect of prices on brand loyalty and satisfaction mediates in full the effect perceived on brand loyalty. Keywords : Price, Perceived Value, Customer Satisfaction, Brand Loyalty
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.15 - FINANCIAL MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 07 Jan 2019 03:01 |
| Last Modified: | 17 Oct 2019 05:52 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/3733 |
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