Analisis Pengaruh Kualitas Produk Dan Citra Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Desa Wisata Rotan Trangsan di Sukoharjo)

Sekar Lamis, Nafi'ah and , Dr. Muzakar Isa, SE, MSi (2020) Analisis Pengaruh Kualitas Produk Dan Citra Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Desa Wisata Rotan Trangsan di Sukoharjo). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of product quality and brand image on customer loyalty through customer satisfaction in the Tourism Village of Rotan Trangsan, Sukoharjo. This study is a simple random sampling study. The data collection methods used questionnaires, documents, observation and interviews. Data analysis used percentage descriptive analysis method, path analysis, classical assumption test and hypothesis test with SPSS program. The results of this study indicate that product quality and brand image have a positive effect on customer decisions. Customer satisfaction has a significant positive effect on customer loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand image, product quality, customer satisfaction, customer loyalty
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NAFI'AH SEKAR LAMIS
Date Deposited:	11 Aug 2020 02:25
Last Modified:	11 Aug 2020 02:31
URI:	http://eprints.ums.ac.id/id/eprint/84464

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