PENGARUH BRAND IMAGE, PERCEIVED VALUE, DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY PENGGUNA PRODUK SMARTPHONE BEKAS INTERNASIONAL

JOSE TAMARIND, . (2024) PENGARUH BRAND IMAGE, PERCEIVED VALUE, DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY PENGGUNA PRODUK SMARTPHONE BEKAS INTERNASIONAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan perceived value sebagai variabel independen terhadap customer loyalty sebagai variabel dependen melalui variabel mediasi customer satisfaction. Pengumpulan data dilakukan dengan metode penyebaran kuesioner dengan menggunakan Google Form. Penelitian ini berhasil mengumpulkan 272 responden dari wilayah Jabodetabek, berusia 17 tahun ke atas, dan saat ini masih atau sudah menggunakan iPhone bekas internasional selama 6 bulan terakhir. Structural Equation Model (SEM) pada Software AMOS digunakan untuk mengolah dan menganalisis data yang telah dikumpulkan. Hasil penelitian ini menunjukkan bahwa brand image dan perceived value berpengaruh positif terhadap customer satisfaction, brand image dan perceived value berpengaruh positif terhadap customer loyalty, customer satisfaction berpengaruh terhadap customer loyalty, dan brand image dan perceived value berpengaruh positif terhadap customer loyalty melalui customer satisfaction. ***** This research has purpose to determine influence of brand image and perceived value as independent variables on customer loyalty as dependent variable through mediating variable of customer satisfaction. The data collected using the method of distributing questionnaires by using Google Form. This research managed to collect 272 respondents from Jabodetabek area, aged 17 years or older, and currently still using or already using a used international iPhone for the last 6 months. Structural Equation Model (SEM) on AMOS Software is used to process and analyze the data that has been collected. The results of this study indicate that brand image and perceived value has positive effect on customer satisfaction, brand image and perceived value has positive effect on customer loyalty, customer satisfaction affects customer loyalty, and brand image and perceived value has positive effect on customer satisfaction through customer satisfaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ika FEbrilia, SE, M.M. ; 2). Rahmi, S.E, M.S.M
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 24496 not found.
Date Deposited:	08 Aug 2024 04:17
Last Modified:	08 Aug 2024 04:17
URI:	http://repository.unj.ac.id/id/eprint/48281

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