Saputra, Andika Hadi (2017) PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP CITRA MEREK SERTA DAMPAK KEPADA LOYALITAS PELANGGAN MOBILE DATA SERVICE PROVIDER SIMPATI. S1 thesis, Universitas Negeri Jakarta.
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Abstract
ANDIKA HADI SAPUTRA. The Influence of Service Quality and Price Toward Brand Image and Their Effect to Customer Loyalty Mobile Data Service Simpati. Skripsi, Jakarta: Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta 2017. Advisory: Dr. Mohamad Rizan, M.M. & Shandy Aditya, BIB., MPBS. The purpose of this study was conducted to determine the descriptive and empirical impact of service quality and price on brand image by the customer loyalty as a mediator variable. The object of this research was 200 respondents who used the mobile data service of Telkomsel Simpati for approximately 1 year. Data analysis using SPSS version 23 and SEM (Structural Equation Model) of a statistical package LISREL 8.7 to process and analyze the research data. The results of descriptive test explained that the service quality and price provided is good according to the customer, so that brand image is good and customer tend to be a loyal customer of Telkomsel Simpati. The hypothesis test shows: (1) service quality has positive dan significant effect on brand image; (2) service quality has positive and significant effect on customer loyalty; (3) price has positive and significant effect on brand image; (4) price has positive and significant effect on customer loyalty; (5) brand image has positicve and significant effect on customer loyalty. Keywords: service quality, price, brand image, customer loyalty
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Pembimbing I: Dr. Mohamad Rizan, M.M. Pembimbing II: Shandy Aditya, BIB., MPBS |
| Subjects: | Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade) |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | Users 39 not found. |
| Date Deposited: | 20 Dec 2017 05:41 |
| Last Modified: | 20 Dec 2017 05:41 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/1549 |
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