Pengaruh Customer Satisfaction Terhadap Customer Loyaty Melalui Brand Image dan Demographic Attributes Sebagai Variabel Moderator (Studi Kasus Pada Mahasiswa Program Studi Manajemen Universitas Muhammadiyah Surakarta)

Sutrisno, Yufegi Dinasti and , Soepatini, S.E., M.Si., Ph.D. (2019) Pengaruh Customer Satisfaction Terhadap Customer Loyaty Melalui Brand Image dan Demographic Attributes Sebagai Variabel Moderator (Studi Kasus Pada Mahasiswa Program Studi Manajemen Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The aim of this study was to determine whether the variable customer satisfaction affects customer loyalty and also whether brand image and demographic attributes affect the relationship of customer satisfaction on customer loyalty. The data of this study were collected from 100 students of Muhammadiyah University of Surakarta who taking Management Major. Primary data was collected using purposive sampling methods with questionnaires, for data analysis Moderated Regression Analyze (MRA) was used. This study concluded that customer satisfaction has a significant effect on customer loyalty, brand image does not affect the relationship between customer satisfaction and customer loyalty, half of demographic attributes variabels does affect the relationship between customer satisfaction and customer loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Customer Satisfaction, Brand Image, Customer Loyalty, Demographic Attributes
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YUFEGI DINASTI SUTRISNO
Date Deposited:	19 Nov 2019 02:39
Last Modified:	19 Nov 2019 02:39
URI:	http://eprints.ums.ac.id/id/eprint/78997

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