PENGARUH HARGA DAN BRAND IMAGE TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA LOYALITAS PELANGGAN IM3 OOREDOO

NATALINA, KRISTINA (2016) PENGARUH HARGA DAN BRAND IMAGE TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA LOYALITAS PELANGGAN IM3 OOREDOO. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Kristina Natalina, 2016; The Influence of Price and Brand Image Toward Customer Satisfaction and Its Impact on Customer Loyalty IM3 Ooredoo. Thesis, Jakarta: Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory: Dr. Mohamad Rizan, MM & Dra. Basrah Saidani, S.E, M.Si This study was conducted to determine the descriptive and empirical impact of price and brand image on customer loyalty by the customer satisfaction as a mediator variable. The object of this research was 200 respondents who have ever used IM3 Ooredoo at least 3 Motnth.Methods of data collection using survey methods.Data analysis using SPSS version 22 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 price and brand image provided is good according to the customer, so that the customer is satisfy and tend to be a loyal customer of IM3 Ooredoo.The hypothesis test shows; (1) price has positive and significant effect on customer satisfaction (2) brand image has positive and significant effect on customer satisfaction; (3) price has positive and significant effect on customer loyalty; (4) brand image has positive and significant effect on customer loyalty; (5) customer satisfaction has positive and significant effect on customer loyalty; (6) price and brand image has positive and significant effect on customer loyalty through customer satisfaction as mediating variable. Keywords: price,brand image, customer satisfaction,customer loyalty

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