Istiqomah, Nur and , Ihwan Susila, S.E., M.Si, Ph.D (2021) Pengaruh Citra Merek Sebagai Variabel Moderasi terhadap Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan Kosmetik Make Over (Studi Pada Konsumen Mahasiswa Di Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effect of brand image as a moderating variable on customer satisfaction, customer value and brand image on cosmetic make over customer loyalty. The research method used is a method with a quantitative approach used to examine a particular population or sample, namely student consumers who are in Surakarta. Sampling was carried out by non-probability sampling method with the number of respondents as many as 200 respondents and the data used is primary data in the form of a questionnaire. The data analysis used is hierarchical method regression analysis (hierarchical method). The results of this study indicate that (1) Customer satisfaction has a positive and significant effect on customer loyalty, (2) Customer value has a positive and significant effect on customer loyalty. (3) Brand image has a significant positive effect on customer loyalty. (4) Brand image is able to moderate customer value to customer loyalty.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Customer Loyalty, Customer Satisfaction, Customer Value. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NUR ISTIQOMAH |
| Date Deposited: | 05 Aug 2021 23:26 |
| Last Modified: | 05 Aug 2021 23:26 |
| URI: | http://eprints.ums.ac.id/id/eprint/92578 |
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