PENGARUH BRAND IMAGE, PRICE, DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY TRANSPORTASI OJEK ONLINE

FITRI NOVIYANTI, . (2020) PENGARUH BRAND IMAGE, PRICE, DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY TRANSPORTASI OJEK ONLINE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Fitri Noviyanti, 2020; Pengaruh Brand Image, Price, dan Service Quality Terhadap Customer Loyalty Transportasi Ojek Online. Skripsi, Jakarta: Program Studi S1 Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim Pembimbing: Dra. Basrah Saidani, M. Si. & Shandy Aditya, BIB., MPBS. Tujuan penelitian ini adalah: 1) Untuk menganalisis bahwa brand image berpengaruh secara positif dan signifikan terhadap customer satisfaction, 2) Untuk menganalisis bahwa price berpengaruh secara positif dan signifikan terhadap customer satisfaction, 3) Untuk menganalisis bahwa service quality berpengaruh secara positif dan signifikan terhadap customer satisfaction, 4) Untuk menganalisis bahwa brand image berpengaruh secara positif dan signifikan terhadap customer loyalty, 5) Untuk menganalisis bahwa price berpengaruh secara positif dan signifikan terhadap customer loyalty, 6) Untuk menganalisis bahwa service quality berpengaruh secara positif dan signifikan terhadap customer loyalty, 7) Untuk menganalisis bahwa customer satisfaction berpengaruh secara positif dan signifikan terhadap customer loyalty transportasi ojek online. Metode pengumpulan data menggunakan metode survei dengan instrumen berupa kuesioner. Objek penelitian ini adalah Grab dan subjeknya adalah 209 responden yang telah menggunakan aplikasi layanan transportasi Grab di wilayah DKI Jakarta. Analisis data menggunakan SPSS versi 25 dan SEM (Structural Equation Model) dari software AMOS versi 24 untuk mengolah dan menganalisa data hasil penelitian. Hasil dari uji hipotesis menunjukkan bahwa seluruh hipotesis diterima. Kata Kunci: brand image, price, service quality, customer satisfaction, customer loyalty Fitri Noviyanti, 2020; The Influence of Brand Image, Price, and Service Quality Toward Customer Loyalty Ojek Online Transportation. Thesis, Jakarta: Bachelor Management Study Program, Faculty of Economics, Universitas Negeri Jakarta. Advisory Team: Dra. Basrah Saidani, M. Si. & Shandy Aditya, BIB, MPBS. The purposes of this research are: 1) To analyze brand image has a positive and significant influence on customer satisfaction, 2) To analyze price has a positive and significant influence on customer satisfaction, 3) To analyze service quality has a positive and significant influence on customer satisfaction, 4) To analyze brand image has a positive and significant influence on customer loyalty, 5) To analyze price has a positive and significant influence on customer loyalty, 6) To analyze service quality has a positive and significant influence on customer loyalty, 7) To analyze customer satisfaction has a positive and significant influence on customer loyalty ojek online transportation. Method of data collection uses survey methods with instruments in the form of questionnaires. The object of this study was Grab and the subjects were 209 respondents who had used the Grab transportation service application in the DKI Jakarta area. Data analysis using SPSS version 25 and SEM (Structural Equation Model) from AMOS software version 24 to process and analyze data research results. The result of the hyposensitizing shows that all hypotheses are accepted. Keywords: brand image, price, service quality, customer satisfaction, customer loyalty

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Basrah Saidani, M.Si. ; 2). Shandy Aditya, BIB., MPBS.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 5324 not found.
Date Deposited:	09 Sep 2020 08:49
Last Modified:	09 Sep 2020 08:49
URI:	http://repository.unj.ac.id/id/eprint/9922

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