Hubungan Antara Kualitas Pelayanan Dan Citra Merek Dengan Kepuasan Konsumen

Hidayah, Nabella Nurul and -, Taufik Kasturi, S.Psi., M.Si., Ph.D (2019) Hubungan Antara Kualitas Pelayanan Dan Citra Merek Dengan Kepuasan Konsumen. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study is to determine the relationship between service quality and brand image with customer satisfaction. The proposed hypothesis is: 1) there is a positive relationship between service quality and customer satisfaction, 2) there is a positive relationship between brand image and customer satisfaction, and 3) there is a relationship between service quality, brand image and customer satisfaction. The population in this study were consumers, the sample in this study were 97 consumers who had used the product for ± 5 years. The sampling technique used was incidental sampling technique. The method used is quantitative with a measuring instrument in the form of Service Quality Scale, Brand Image Scale. and Consumer Satisfaction Scale. Data analysis was performed by multiple regression analysis using SPSS 23.0 for windows. Based on data analysis between service quality variables and customer satisfaction there is a very significant positive relationship between service quality and customer satisfaction. Between brand image variables and customer satisfaction there is a very significant positive relationship between brand image and customer satisfaction. Between the variables of service quality, brand image, and customer satisfaction shows that there is a very significant relationship between service quality, brand image, and customer satisfaction. The effective contribution of service quality affects customer satisfaction and brand image influences customer satisfaction which means there are other factors that influence customer satisfaction. The service quality variable is relatively good. While the brand image variable is good and the consumer satisfaction variable is high.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Keywords: service quality, brand image, consumer satisfaction
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Divisions:	Fakultas Psikologi > Psikologi
Depositing User:	NABELLA NURUL HIDAYAH
Date Deposited:	22 Aug 2019 04:05
Last Modified:	22 Aug 2019 04:05
URI:	http://eprints.ums.ac.id/id/eprint/76664

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