Peran Moderasi Gender Terhadap Hubungan Antara Faktor Produk, Kepuasan Dan Loyalitas Pasa Smartphone Merek Samsung

Perdana, Riski Putera (2019) Peran Moderasi Gender Terhadap Hubungan Antara Faktor Produk, Kepuasan Dan Loyalitas Pasa Smartphone Merek Samsung. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Entering the era of globalization in this era, it cannot be denied that technology is increasingly sophisticated. One of them is a smartphone, in addition to providing information also offers entertainment and reliability. This study aims to obtain information and empirical evidence of the influence of physical factors, physical factors 2 and non-physical factors on satisfaction and loyalty which are moderated by gender on smartphones with Samsung smartphone objects. This study used a questionnaire with the criteria of student respondents in the Gresik, Bangkalan, Mojokerto, Surabaya, Sidoarjo and Lamongan regions. All questionnaires distributed were 130 questionnaires. The method used is Partial Least Squares Structural Equation Modeling (PLS-SEM). The test results identified that physical factors influence satisfaction, physical factors 2 did not affect satisfaction, non-physical factors influence satisfaction, gender influences physical factors and satisfaction, gender influences physical factors 2 and satisfaction, gender influences non-physical factors and satisfaction , satisfaction affects loyalty. The results of this study are expected to be made as a reference material for Samsung to create a new strategy so that people are more intent on using Samsung products. Keywords: gender, product factors, satisfaction and loyalty.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 21 Oct 2019 03:02
Last Modified: 21 Oct 2019 03:02
URI: http://eprints.perbanas.ac.id/id/eprint/5122

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