PENGARUH BRAND IDENTIFICATION, SERVICE QUALITY, ETHICS DAN CUSTOMER SATISFACTION SEBAGAI MEDIASI DAN DAMPAKNYA TERHADAP BRAND LOYALTY PADA BRAND SAMSUNG DI JAKARTA

Yoga, Necholas (2024) PENGARUH BRAND IDENTIFICATION, SERVICE QUALITY, ETHICS DAN CUSTOMER SATISFACTION SEBAGAI MEDIASI DAN DAMPAKNYA TERHADAP BRAND LOYALTY PADA BRAND SAMSUNG DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract
This study investigates how brand identification, service quality, and ethical considerations influence brand loyalty, with customer satisfaction acting as a mediator, among Samsung users in Jakarta. A quantitative approach was employed, using Partial Least Squares Structural Equation Modeling (PLS-SEM) for analysis. Data were gathered through purposive sampling, with online questionnaires distributed to 101 respondents who met the criteria as Samsung consumers in Jakarta. The findings reveal that brand awareness has an impact on brand loyalty, service quality positively influences brand loyalty, and ethics has no effect on brand loyalty. Additionally, customer satisfaction is found to influence brand loyalty. Brand awareness, however, does not significantly impact customer satisfaction, while service quality has a positive and significant effect on it. Ethics also does not affect customer satisfaction. Customer satisfaction does not mediate the relationship between brand awareness and brand loyalty, but it does mediate the link between service quality and brand loyalty. Finally, neither brand loyalty nor customer satisfaction mediates the relationship between ethics and customer satisfaction.

Abstrak
Penelitian ini menyelidiki bagaimana identifikasi merek, kualitas layanan, dan pertimbangan etika memengaruhi loyalitas merek, dengan kepuasan pelanggan bertindak sebagai mediator, di antara pengguna Samsung di Jakarta. Pendekatan kuantitatif digunakan, menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk analisis. Data dikumpulkan melalui purposive sampling, dengan kuesioner online didistribusikan kepada 101 responden yang memenuhi kriteria sebagai konsumen Samsung di Jakarta. Temuan penelitian mengungkapkan bahwa kesadaran merek berdampak pada loyalitas merek, kualitas layanan memengaruhi loyalitas merek secara positif, dan etika tidak berpengaruh pada loyalitas merek. Selain itu, kepuasan pelanggan ditemukan memengaruhi loyalitas merek. Namun, kesadaran merek tidak berdampak signifikan pada kepuasan pelanggan, sementara kualitas layanan memiliki efek positif dan signifikan terhadapnya. Etika juga tidak memengaruhi kepuasan pelanggan. Kepuasan pelanggan tidak memediasi hubungan antara kesadaran merek dan loyalitas merek, tetapi memediasi hubungan antara kualitas layanan dan loyalitas merek. Akhirnya, baik loyalitas merek maupun kepuasan pelanggan tidak memediasi hubungan antara etika dan kepuasan pelanggan

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	02 Jun 2025 07:57
Last Modified:	02 Jun 2025 07:57
URI:	https://repotest.untar.ac.id/id/eprint/46944

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