Pengaruh service quality, brand image customer satisfaction, dan customer loyalty terhadap restoran hot pot

Phang, Stephanie (2024) Pengaruh service quality, brand image customer satisfaction, dan customer loyalty terhadap restoran hot pot. Skripsi thesis, Universitas Tarumanagara.

Text Stephanie Phang 115210135 JA.pdf Download (2MB)

Abstract

Abstract:
The purpose of this research is to determine 1) the positive influence of service quality on brand image, 2) the positive influence of service quality on customer satisfaction, 3) the positive influence of service quality on customer loyalty, 4) the positive influence of brand image on customer satisfaction, 5) the positive influence of brand image on customer loyalty, 6) the positive influence of customer satisfaction on customer loyalty, 7) the positive influence of service quality on customer satisfaction mediated by brand image, 8) the positive influence of service quality on customer loyalty mediated by brand image. The sampling technique used was a non-probability sampling technique with a sample selection technique using a purposive sampling technique. Data collection used Google Form with a total of 250 respondents. Data processing is carried out using smartPLS. The sample in this study are people in aged 15 – 55 years. The results obtained from this research service quality have a positive impact on brand image, customer satisfaction and customer loyalty. Brand image has a positive impact on customer satisfaction and customer loyalty, while customer satisfaction has no impact on customer loyalty. And also, brand image has a positive impact as a mediating variable for service quality and customer satisfaction and customer loyalty

Abstrak:
Tujuan dari penelitian ini adalah untuk mengetahui 1) pengaruh positif service quality terhadap brand image, 2) pengaruh positif service quality terhadap customer satisfaction, 3) pengaruh positif service quality terhadap customer loyalty, 4) pengaruh positif brand image terhadap customer satisfaction, 5) pengaruh positif brand image terhadap customer loyalty, 6) pengaruh positif customer satisfaction terhadap customer loyalty, 7) pengaruh positif service quality terhadap customer satisfaction yang dimediasi oleh brand image, 8) pengaruh positif service quality terhadap customer loyalty yang dimediasi oleh brand image. Teknik pengambilan sampel yang digunakan adalah teknik non-probability sampling dengan teknik pemilihan sampel menggunakan teknik purposive sampling. Pengambilan data menggunakan Google Form dengan jumlah responden sebanyak 250 responden. Pengolahan data dilakukan menggunakan smartPLS. Sampel dalam penelitian ini adalah orang yang berusia 15 – 55 tahun. Hasil yang diperoleh dari penelitian ini service quality berdampak positif terhadap brand image, customer satisfaction, dan customer loyalty. Brand image berdampak positif terhadap customer satisfaction, dan customer loyalty, sedangkan customer satisfaction tidak berdampak terhadap customer loyalty. Selain itu, brand image berdampak positif sebagai variabel mediasi service quality dengan customer satisfaction dan customer loyalty.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	25 Jun 2025 03:14
Last Modified:	25 Jun 2025 03:14
URI:	https://repotest.untar.ac.id/id/eprint/47344

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