Analisis Faktor-Faktor Yang Mempengaruhi Customer Loyalty Pada Produk Merek Nasional Dengan Attitude Sebagai Variabel Mediasi

Pratama, Bagaskara Putra and , Soepatini, S.E., M.Si., Ph.D (2022) Analisis Faktor-Faktor Yang Mempengaruhi Customer Loyalty Pada Produk Merek Nasional Dengan Attitude Sebagai Variabel Mediasi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Currently, more and more national brands of mineral water are found. Examples of national brand products that are developing in Indonesia are Aqua, Le Minerale, Cleo. Aqua, Le Minerale, Cleo are the top charts for mineral water. National products can maintain their market share abroad, for that national products must know the needs and desires of their consumers, and develop an understanding of Customer Loyalty. This study aims to determine how Product quality perceptions, Perceived Risk and Price Value Perception affect Customer Loyalty through Attitude mediation. The survey was conducted on 115 respondents of consumers of national brand mineral water products (Aqua, Le Minerale, Cleo) in Solo. Data analysis was carried out by SEM analysis using the evaluation of the PLS model through the SmartPLS program. consumer respondents of national mineral water brands (Aqua, Le Minerale, Cleo) in Solo. The results showed that Product quality perceptions had a significant positive effect on Attitude, then Perceived Risk had a significant positive effect on Attitude, while Price Value Perception had a significant positive effect on Attitude. In addition, this study also shows that Product quality perceptions affect Customer Loyalty through Attitude mediation. Meanwhile, Price Value Perception has an effect on Customer Loyalty through Attitude mediation and Perceived Risk has an effect on Customer Loyalty if through Attitude mediation. Regarding the direct effect of Product quality perceptions on Customer Loyalty in this study also showed positive and significant results, then the direct influence of Perceived Risk on Customer Loyalty in this study also showed positive and significant results, meanwhile, Price Value Perception did not directly affect the Customer. Loyalty . This research is expected to be able to contribute to related fields and contribute to the company's efforts to increase Customer Loyalty by utilizing Attitude to consumers.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product quality perceptions, Price Value Perception, Perceived Risk Attitude, Customer Loyalty.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	BAGASKARA PUTRA PRATAMA
Date Deposited:	07 Jul 2022 02:26
Last Modified:	07 Jul 2022 02:26
URI:	http://eprints.ums.ac.id/id/eprint/101158

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