Pengaruh Kesadaran Merek dan Citra Merek Terhadap Loyalitas Pelanggan pada Produk Clothing Apparel Racertess yang Dimediasi Kepuasan Pelanggan ( Club Motor Vespa)

Friandyas, Okyniavan Hexza and , Ir. Irmawati, S.E., M.Si. (2023) Pengaruh Kesadaran Merek dan Citra Merek Terhadap Loyalitas Pelanggan pada Produk Clothing Apparel Racertess yang Dimediasi Kepuasan Pelanggan ( Club Motor Vespa). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand image on customer satisfaction and loyalty at the Vespa motorcycle club in Surakarta. To analyze the effect of brand awareness on customer satisfaction and loyalty. To analyze the effect of satisfaction on customer loyalty. To analyze the effect of brand image on customer loyalty as a mediating variable. To analyze brand awareness of customer loyalty as a mediating variable. The method in this study uses a quantitative method with a population of members of the Vespa motorcycle club in Surakarta and the sample using the Slovin formula is known to be 100 respondents. Based on the results of the study, it shows that the brand awareness variable has a significant effect on customer loyalty. Brand image variable has a significant effect on customer loyalty, brand image on customer loyalty. Customer loyalty variable has a significant effect on customer satisfaction. Brand awareness variable has a significant effect on customer satisfaction. Brand image variable has a significant effect on customer satisfaction. Brand awareness variable has a significant effect on loyalty to customer satisfaction. Brand image variable through loyalty has a significant effect on customer satisfaction.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Image, Brand Awareness, Customer Loyalty, and Satisfaction Customer
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	OKYNIAVAN HEXZA FRIANDYAS
Date Deposited:	19 Jan 2023 03:49
Last Modified:	19 Jan 2023 03:49
URI:	http://eprints.ums.ac.id/id/eprint/107266

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