Pengaruh Service Quality dan Brand Image terhadap Behavioral Intention dan Customer Satisfaction Pada Pengguna Aplikasi Toko Daring

Rizwandra Akbar Nugraha, . (2020) Pengaruh Service Quality dan Brand Image terhadap Behavioral Intention dan Customer Satisfaction Pada Pengguna Aplikasi Toko Daring. Magister thesis, Universitas Negeri Jakarta.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh service quality, brand image terhadap behavioral intention dan customer satisfaction. Populasi penelitian ini adalah konsumen yang pengguna aktif dan sudah membeli di Shopee. Penelitian ini menggunakan 220 responden sebagai sampel dan menggunakan purposive sampling. Data penelitian ini menggunakan data primer melalui penyebaran kuesioner kepada responden dan dianalisis menggunakan Structural Equation Model (SEM) dengan program AMOS 22.0 untuk menghitung pengaruh masing-masing variabel. Hasil dari penelitian ini adalah bahwa service quality berpengaruh positif dan signifikan terhadap customer satisfaction. Brand image berpengaruh positif dan signifikan terhadap customer satisfaction. Customer satisfaction berpengaruh positif dan signifikan terhadap behavioral intention. Service quality dan brand image tidak memiliki pengaruh secara langsung terhadap behavioral intention. Kata kunci: Service Quality, Brand Image, Customer Satisfaction, Behavioral Intention. The purpose of this research is to investigate the influence of service quality, brand image toward behavioral intention and customer. Population of this research is consumers that active user and already bought at Shopee. This research uses 220 respondents as the sample and using purposive sampling. Data for this study is used the primary data where the questionnaire spread to respondents and are analyzed using Structural Equation Model (SEM) with AMOS 22.0 program to calculate the effect of each variable. The result from this research is that service quality has a positive and significant effect toward customer satisfaction. Brand image has a positive and significant effect toward customer satisfaction. Customer satisfaction has a positive and significant effect toward behavioral intention. Service quality and brand image both have no direct effect toward behavioral intention. Keywords : Service Quality, Brand Image, Customer Satisfaction, Behavioral Intention.

Item Type:	Thesis (Magister)
Additional Information:	1) Dr. Mohamad Mohammad Rizan, S.E, M.M 2) Agung Dharmawan Buchdadi, Ph.D
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S2 Manajemen
Depositing User:	Users 1187 not found.
Date Deposited:	20 Mar 2020 10:03
Last Modified:	20 Mar 2020 10:03
URI:	http://repository.unj.ac.id/id/eprint/4273

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