Ramadani, Citra Putri (2019) Pengaruh Kualitas Layanan, Harga, Dan Ekuitas Merek Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan Indihome Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The increasing need for internet among the public is encouraging the search for the best provider. Therefore, the company need to learn how to understand the needs and desires of the society to feel satisfied so that they will be loyal to the company. This study examines the effect of service quality, price, and brand equity on customer loyalty through mediating Indihome customer satisfaction in Surabaya. The sample in this study is Indihome household customers who live in Surabaya, with a minimum subscription for 1 Year. The data obtained from 130 respondents with the provision of 30 respondents for a small sample to test the validity and reliability using the IBM SPSS Statistics 22 program. Meanwhile, 100 respondents for large samples with the Partial Least Square Structural Equation Modeling (PLS-SEM) test use the WarpPLS 6.0 program. The results of this analysis test indicate that service quality, price, and brand equity have a significant effect on customer satisfaction, customer satisfaction has a significant effect on customer loyalty, lastly service quality, price, and brand equity have a significant effect on customer loyalty by mediating customer satisfaction. Keyword : Service Quality, Price, Brand Equity, Customer Loyalty, and Customer Satisfaction
| 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: | CITRA PUTRI RAMADANI |
| Date Deposited: | 08 Nov 2019 12:31 |
| Last Modified: | 08 Nov 2019 12:31 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5410 |
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