Kurniawan, Haditya Yusuf (2020) Pengaruh Citra Merek, Kualitas Layanan Terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Mediasi pada Produk Simpati di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This study aims to assess the effect of brand image, service quality, on customer loyalty at Simpati in Surabaya by mediating customer satisfaction. In this study using 100 respondents and data collection methods in this study using a google form questionnaire. The sampling technique used non-probability sampling on Simpati card users in Surabaya. The results of this study indicate that brand image has a significant positive effect on customer satisfaction, service quality has a significant positive effect on customer satisfaction, customer satisfaction has a significant positive effect on customer loyalty, brand image has no significant effect on loyalty, service quality has no significant effect on customer loyalty. Keywords: Brand Image, Service Quality, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | HADITYA YUSUF KURNIAWAN |
| Date Deposited: | 07 Dec 2022 07:16 |
| Last Modified: | 07 Dec 2022 07:16 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9887 |
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