PENGARUH SERVICE QUALITY, BRAND IMAGE, CUSTOMER SATISFACTION, DAN CUSTOMER TRUST DALAM MEMENGARUHI CUSTOMER LOYALTY PADA PELANGGAN BRAND KECANTIKAN RAMAH LINGKUNGAN DI WILAYAH DKI JAKARTA

LISNA SINTYA, . (2025) PENGARUH SERVICE QUALITY, BRAND IMAGE, CUSTOMER SATISFACTION, DAN CUSTOMER TRUST DALAM MEMENGARUHI CUSTOMER LOYALTY PADA PELANGGAN BRAND KECANTIKAN RAMAH LINGKUNGAN DI WILAYAH DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER_Skripsi Lisna Sintya_1705620005.pdf Download (1MB)
	Text BAB 1_Skripsi Lisna Sintya_1705620005.pdf Download (408kB)
	Text BAB 2_Skripsi Lisna Sintya_1705620005.pdf Restricted to Registered users only Download (446kB) | Request a copy
	Text BAB 3_Skripsi Lisna Sintya_1705620005.pdf Restricted to Registered users only Download (419kB) | Request a copy
	Text BAB 4_Skripsi Lisna Sintya_1705620005.pdf Restricted to Registered users only Download (921kB) | Request a copy
	Text BAB 5_Skripsi Lisna Sintya_1705620005.pdf Restricted to Registered users only Download (284kB) | Request a copy
	Text DAFTAR PUSTAKA_Skripsi Lisna Sintya_1705620005.pdf Download (306kB)
	Text LAMPIRAN_Skripsi Lisna Sintya_1705620005.pdf Restricted to Registered users only Download (439kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh: 1) service quality terhadap brand image. 2) service quality terhadap customer satisfaction. 3) service quality terhadap customer trust. 4) brand image terhadap customer loyalty. 5) customer satisfaction terhadap customer loyalty. 6) customer trust terhadap customer loyalty. Data diambil dengan kuesioner yang dibagikan secara online melalui media sosial. Responden pada penelitian ini adalah mereka yang yang berdomisili di Wilayah DKI Jakarta, berusia 18-55 tahun dan pernah melakukan pembelian produk Sensatia Botanicals dalam kurun waktu satu tahun terakhir. Penelitian ini menggunakan software SPSS versi 25 dan AMOS versi 25 untuk melakukan analisis data. Hasil dari penelitian ini menunjukkan seluruh hipotesis memiliki pengaruh yang positif dan signifikan. Hasil penelitian ini menunjukkan bahwa service quality memiliki pengaruh positif dan signifikan terhadap brand image, service quality memiliki pengaruh positif dan signifikan terhadap customer satisfaction, service quality memiliki pengaruh positif dan signifikan terhadap customer trust, brand image memiliki pengaruh negatif terhadap customer loyalty, customer satisfaction memiliki pengaruh negatif terhadap customer loyalty, dan customer trust memiliki pengaruh positif dan signifikan terhadap customer loyalty. ***** This study aims to determine the effect of: 1) service quality on brand image. 2) service quality on customer satisfaction. 3) service quality on customer trust. 4) brand image on customer loyalty. 5) customer satisfaction on customer loyalty. 6) customer trust on customer loyalty. Data was collected by questionnaires distributed online through social media. Respondents in this study are those who live in the DKI Jakarta Region, are 18-55 years old and have purchased Sensatia Botanicals products within the past year. This study uses SPSS version 25 and AMOS version 25 software to analyze data. The results of this study indicate that all hypotheses have a positive and significant effect. The results of this study indicate that service quality has a positive and significant effect on brand image, service quality has a positive and significant effect on customer satisfaction, service quality has a positive and significant effect on customer trust, brand image has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and customer trust has a positive and significant effect on customer loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si.,Ph.D ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 27146 not found.
Date Deposited:	05 Mar 2025 22:54
Last Modified:	05 Mar 2025 22:54
URI:	http://repository.unj.ac.id/id/eprint/54784

Actions (login required)

View Item