PERAN KEPUASAN MEMEDIASI PENGARUH CITRA MEREK DAN PROMOSI TERHADAP LOYALITAS PELANGGAN SURAT KABAR DI ERA DIGITALISASI

SALSABILA RIFDAH, . (2021) PERAN KEPUASAN MEMEDIASI PENGARUH CITRA MEREK DAN PROMOSI TERHADAP LOYALITAS PELANGGAN SURAT KABAR DI ERA DIGITALISASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text Cover.pdf Download (752kB)
	Text BAB 1.pdf Download (230kB)
	Text BAB 2.pdf Restricted to Registered users only Download (245kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (234kB) | Request a copy
	Text BAB 4..pdf Restricted to Registered users only Download (416kB) | Request a copy
	Text BAB 5..pdf Restricted to Registered users only Download (73kB) | Request a copy
	Text Daftar Pustaka.pdf Download (97kB)
	Text Lampiran..pdf Restricted to Registered users only Download (859kB) | Request a copy

Abstract

Tujuan penelitian ini adalah untuk mengetahui bagaimana pengaruh citra merek dan promosi terhadap loyalitas pelanggan, serta peran kepuasan pelanggan memediasi pengaruh citra merek dan promosi terhadap loyalitas pelanggan surat kabar di era digitalisasi. Penelitian ini dilakukan diJabodetabek. Penelitian dilakukan selama kurang lebih enam bulan terhitung sejak Januari 2021 hingga Juni 2021. Metode penelitian yang digunakan adalah metode survei dengan menyebarkan kuesioner kepada responden menggunakan google form. Data yang digunakan dalam penelitian ini merupakan data kuantitatif disertai dengan analisis jalur. Populasi yang digunakan dalam penelitian ini adalah pembaca atau pelanggan surat kabar di Jabodetabek. Dalam pengambilan sampel digunakan teknik purposive sampling sebanyak 200 responden. Hasil penelitian menunjukkan bahwa citra merek memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Promosi memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Citra merek memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan. Promosi memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan pembaca surat kabar. Citra merek dan promosi bersama-sama memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Citra merek dan promosi bersama-sama memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan. Selain itu, penelitian ini juga menunjukkan bahwa kepuasan pelanggan secara positif dan signifikan mampu memediasi pengaruh citra merek dan promosi terhadap loyalitas pelanggan surat kabar. Kata Kunci : Citra merek, Promosi,Kepuasan Pelanggan, Loyalitas Pelanggan The purpose of this study was to determine how the influence of brand image and promotion on customer loyalty, and the role of customer satisfaction mediating the effect of brand image and promotion on newspaper customer loyalty in the digitalization era. This research was conducted in Jabodetabek. The research was conducted for approximately six months starting from January 2021 to June 2021. The research method used was a survey method by distributing questionnaires to respondents using a google form. The data used in this study is quantitative data accompanied by path analysis. The population used in this research is the readers or subscribers of newspapers in Jabodetabek. In taking the sample used purposive sampling technique as many as 200 respondents. The results showed that brand image has a positive and significant influence on customer satisfaction. Promotion has a positive and significant effect on customer satisfaction. Brand image has a positive and significant influence on customer loyalty. Promotion has a positive and significant effect on customer loyalty. Customer satisfaction has a positive and significant influence on the loyalty of newspaper readers. Brand image and promotion together have a positive and significant influence on customer satisfaction. Brand image and promotion together have a positive and significant influence on customer loyalty. In addition, this study also shows that customer satisfaction is positively and significantly able to mediate the effect of brand image and promotion on newspaper customer loyalty. Keywords : Brand Image, Promotion, Customer Satisfaction, Customer Loyalty

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dra. Basrah Saidani, M.M.,M.Si ; 2) Ryna Parlyna, MBA
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 10696 not found.
Date Deposited:	28 Aug 2021 18:28
Last Modified:	28 Aug 2021 18:28
URI:	http://repository.unj.ac.id/id/eprint/18146

Actions (login required)

View Item