PENGARUH CITRA MEREK, PERSEPSI KUALITAS PRODUK, KEPUASAN PELANGGAN DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK (SURVEI PADA PENGGUNA SMARTPHONE ANDROID)

SELVIA, RINGGA (2015) PENGARUH CITRA MEREK, PERSEPSI KUALITAS PRODUK, KEPUASAN PELANGGAN DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK (SURVEI PADA PENGGUNA SMARTPHONE ANDROID). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Ringga Selvia, 2015; The Impact of Brand Image, Perceived Product Quality, Customer Satisfaction and Brand Trust on Brand Loyalty (Survey on Android Smartphone Users). Thesis, Jakarta; Marketing Management, Management, Faculty of Economics, Universitas Negeri Jakarta. Advisory: Setyo Ferry Wibowo, SE., M.Si & Usep Suhud, M.Si, Ph.D The purpose of this study was to find the factors that affects brand loyalty and perform variable testing on brand image, perceived product quality, customer satisfaction, and brand trust. Methods of data collection using the survey method. The population in this study were visitor on Mall Cempaka Mas who use Android smartphone. The total sample was 200 people. Pilot studies were conducted to 50 respondent. The analytical tool used was SPSS 21 and AMOS 21. The results of the factor analysis reported there are five variables, the variable brand image with three dimensions and eleven indicators, the variable perceived product quality with three dimensions and threeteen indicators, the variable customer satisfaction with two dimensions and nine indicators, the variable brand trust with two dimensions and eleven indicators, the variable brand loyalty with three dimensions and threeteen indicators. The results of this study indicate that factors affecting the variable brand loyalty that is variable brand image and variable customer satisfaction has a positive effect and unsignificantly toward brand loyalty, variable perceived product quality has a negative effect and unsignificantly toward brand loyalty as well as perceived product quality has a positive effect and significantly toward customer satisfaction, variable brand trust has a positive effect and significantly toward brand loyalty. Fit model value with P of 0.050, CMIN/DF of 1.272, CFI of 0.973, and RMSEA of 0.037. The results of this study useful for the business sector smartphones, to make a better strategy in increasing and retaining loyalty of customers. Keywords : brand image, perceived product quality, customer satisfaction, brand trust, brand loyalty.

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