PENGARUH BRAND IMAGE DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION PENGGUNA WIFI RUMAH X PADA MASYARAKAT DKI JAKARTA

SHOFIYAH NURUL IDZNI, . (2021) PENGARUH BRAND IMAGE DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION PENGGUNA WIFI RUMAH X PADA MASYARAKAT DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan kualitas pelayanan terhadap kepuasan pelanggan pengguna wifi rumah IndiHome. Data diperoleh melalui kuesioner secara purposive sampling kepada 250 responden pengguna wifi rumah IndiHome di wilayah DKI Jakarta. Teknik analisis yang digunakan adalah regresi linier sederhana dengan hasil uji t menandakan jika citra merek dan kualitas pelayanan secara parsial berpengaruh secara positif dan signifikan terhadap kepuasan pelanggan dengan nilai signifikansi < 0,05. Analisis koefisien determinasi pada variabel citra merek memiliki nilai R Square sebesar 0,449 atau 44,9% yang artinya variabel citra merek memiliki kemampuan menjelaskan kepuasan pelanggan sebesar 44,9% sedangkan 55,1% sisanya dipengaruhi oleh variabel lain. Variabel kualitas pelayanan memiliki nilai R Square sebesar 0,441 atau 44,1% yang artinya variabel kualitas pelayanan memiliki kemampuan menjelaskan kepuasan pelanggan sebesar 44,1% sedangkan 55,9% sisanyan dipengaruhi oleh variabel lain. Kata Kunci: Citra Merek, Kualitas Pelayanan, Kepuasan Pelanggan This study aims to determine the effect of brand image and service quality on customer satisfaction of IndiHome home wifi users. The data was obtained through a purposive sampling questionnaire to 250 respondents who use IndiHome home wifi in the DKI Jakarta area. The analysis technique used is simple linear regression with t test results indicating that brand image and service quality partially have a positive and significant effect on customer satisfaction with a significance value of <0.05. The analysis of the coefficient of determination on the brand image variable has an R Square value of 0.449 or 44.9%, which means that the brand image variable has the ability to explain customer satisfaction of 44.9% while the remaining 55.1% is influenced by other variables. The service quality variable has an R Square value of 0.441 or 44.1%, which means that the service quality variable has the ability to explain customer satisfaction by 44.1% while the remaining 55.9% is influenced by other variables. Keywords: Brand Image, Service Quality, Customer Satisfaction

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Basrah Saidani, M.Si. ; 2). Nadya Fadillah Fidhyallah, M.Pd
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 10703 not found.
Date Deposited:	25 Aug 2021 18:08
Last Modified:	25 Aug 2021 18:08
URI:	http://repository.unj.ac.id/id/eprint/17355

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