Analisis Pengaruh Product quality dan Brand image Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi

Nuriyanto, Rahmat and , Ir. Irmawati, S.E., M.Si. (2023) Analisis Pengaruh Product quality dan Brand image Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to analyze the effect of product quality, brand image and customer satisfaction on Erigo's customer loyalty. The method used in this study is a quantitative method using a non-probability sampling technique, in which researchers use the population of the UMS area that buys erigo products. The data analysis technique used is outer model analysis which includes convergent validity tests, discriminant validity tests and reliability tests, as well as using inner model analysis techniques which include R-Square, effect size (F-Square), predictive importance (Q-square) ), Hypothesis test. The results showed that product quality has no positive effect on customer loyalty, Brand image has no positive effect on customer loyalty, product quality has a positive effect on customer satisfaction

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	brand image, customer satisfaction, customer loyalty, product quality
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:	RAHMAT NURIYANTO
Date Deposited:	13 Feb 2023 04:45
Last Modified:	13 Feb 2023 04:45
URI:	http://eprints.ums.ac.id/id/eprint/108490

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