PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP NIAT BELI ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PERUSAHAAN LAYANAN LOGISTIK)

SITI NURHASANAH, . (2023) PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP NIAT BELI ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PERUSAHAAN LAYANAN LOGISTIK). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh Citra Merek dan Kualitas Pelayanan terhadap Niat Beli Ulang Melalui Kepuasan Pelanggan sebagai Variabel Mediasi Studi kasus pada Jasa Layanan Logistik J&T Express. Keempat variabel ini di uji untuk ditarik kesimpulan. Penelitian ini dilakukan di wilayah Jabodetabek. Metode penelitian kuantitatif menggunakan skala likert sebagai pengukuran dengan populasi yang digunakan wisatawan yang sudah pernah menggunakan jasa layanan logistic minimal 2 kali dalam 3 bulan terakhir, dengan minimal usia 17 tahun di Jabodetabek. Pada penelitian ini, teknik pengambilan sampel adalah purposive sampling sebanyak 225 responden yang diperoleh. Teknik analisis penelitian dengan SEM (Structural Equation Model). Hasil pada penelitian ini yaitu citra merek secara signifikan berpengaruh langsung terhadap kepuasan pelanggan, kualitas pelayanan secara signifikan berpengaruh langsung terhadap kepuasan pelanggan, kepuasan pelanggan secara signifikan berpengaruh terhadap niat beli ulang. citra merek secara signifikan berpengaruh terhadap niat beli ulang, dan kualitas pelayanan secara signifikan berpengaruh terhadap niat beli ulang. Namun citra merek tidak berpengaruh secara langsung terhadap niat beli ulang melalui kepuasan pelanggan dan kualitas pelayanan tidak berpengaruh secara langsung terhadap niat beli ulang melalui kepuasan pelanggan. Kata Kunci: Citra Merek, Kualitas Pelayanan, Niat Beli Ulang, Kepuasan Pelanggan dan Jasa Layanan Logistik. *** This study aims to examine the effect of Brand Image and Service Quality on Repurchase Intentions Through Customer Satisfaction as Mediation Variables Case studies on J&T Express Logistics Services. These four variables are tested to draw conclusions. This research was conducted in the Greater Jakarta area. The quantitative research method uses a Likert scale as a measurement with a population used by tourists who have used logistics services at least 2 times in the last 3 months, with a minimum age of 17 years in Jabodetabek. In this study, the sampling technique was purposive sampling as many as 225 respondents were obtained. Research analysis technique with SEM (Structural Equation Model). The results of this study are that brand image has a significant direct effect on customer satisfaction, service quality has a significant direct effect on customer satisfaction, customer satisfaction has a significant direct effect on repurchase intentions. Brand image has a significant effect on repurchase intention, and service quality has a significant effect on repurchase intention. However, brand image does not directly affect repurchase intention through customer satisfaction and service quality does not directly affect repurchase intention through customer satisfaction. Keywords: Brand Image, Service Quality, Repurchase Intention, Customer Satisfaction and Logistics Services

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Corry Yohana, M.M ; 2). Terrylina Arvinta Monoarfa, SE., MM
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 17409 not found.
Date Deposited:	02 Mar 2023 02:29
Last Modified:	02 Mar 2023 02:30
URI:	http://repository.unj.ac.id/id/eprint/37651

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