MUHAMMAD LUTFI ALTITO, . (2025) PENGARUH TARIF DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN MELALUI CITRA MEREK PADA PENGGUNA GRAB DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
![]() |
Text
COVER SKRIPSI M LUTFI ALTITO.pdf Download (1MB) |
![]() |
Text
DAFTAR ISI M LUTFI ALTITO.pdf Download (404kB) |
![]() |
Text
BAB 1 SKRIPSI M LUTFI ALTITO.pdf Download (1MB) |
![]() |
Text
BAB 2 SKRIPSI M LUTFI ALTITO.pdf Restricted to Registered users only Download (517kB) | Request a copy |
![]() |
Text
BAB 3 SKRIPSI M LUTFI ALTITO.pdf Restricted to Registered users only Download (543kB) | Request a copy |
![]() |
Text
BAB 4 SKRIPSI M LUTFI ALTITO.pdf Restricted to Registered users only Download (661kB) | Request a copy |
![]() |
Text
BAB 5 SKRIPSI M LUTFI ALTITO.pdf Restricted to Registered users only Download (421kB) | Request a copy |
![]() |
Text
DAFTAR PUSTAKA M LUTFI ALTITO.pdf Download (392kB) |
![]() |
Text
LAMPIRAN M LUTFI ALTITO.pdf Restricted to Registered users only Download (464kB) | Request a copy |
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh tarif dan kualitas layanan terhadap kepuasan pelanggan yang dimediasi oleh citra merek pada pengguna Grab di Jakarta, dengan fokus pada bagaimana persepsi pelanggan terhadap harga dan pelayanan membentuk kesan terhadap merek yang pada akhirnya memengaruhi Tingkat kepuasan mereka. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) melalui software LISREL yang dibantu oleh SPSS. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 264 orang. Hasil penelitian menunjukkan bahwa tarif dan kualitas layanan berpengaruh positif dan signifikan terhadap citra merek. Tarif dan kualitas layanan juga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan serta memediasi pengaruh tarif dan kualitas layanan terhadap kepuasan pelanggan. **** This study aims to analyze the effect of fare and service quality on customer satisfaction mediated by brand image among Grab users in Jakarta, focusing on how customers’ perceptions of pricing and service shape brand impressions that ultimately influence their level of satisfaction. This research employs a quantitative approach with the Structural Equation Modeling (SEM) method using LISREL assisted by SPSS software. The sampling technique used is purposive sampling with a total of 264 respondents. The results show that fare and service quality have a positive and significant effect on brand image. Fare and service quality also have a positive and significant effect on customer satisfaction. Brand image has a positive and significant effect on customer satisfaction and mediates the effect of fare and service quality on customer satisfaction.
Item Type: | Thesis (Sarjana) |
---|---|
Additional Information: | 1). Prof. Dr. Mohamad Rizan S.E., M.M. ; 2). Shandy Aditya BIB., MPBS. |
Subjects: | Manajemen > Manajemen Pemasaran |
Divisions: | FE > S1 Manajemen |
Depositing User: | Muhammad Lutfi Altito . |
Date Deposited: | 05 Aug 2025 03:19 |
Last Modified: | 05 Aug 2025 03:19 |
URI: | http://repository.unj.ac.id/id/eprint/57765 |
Actions (login required)
![]() |
View Item |