HUBUNGAN ANTARA CITRA MEREK DAN KEPUASAN PELANGGAN DENGAN LOYALITAS PELANGGAN PERAMBAN MOZILLA FIREFOX PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA

Taufiq, Eldy (2016) HUBUNGAN ANTARA CITRA MEREK DAN KEPUASAN PELANGGAN DENGAN LOYALITAS PELANGGAN PERAMBAN MOZILLA FIREFOX PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Eldy Taufiq. Correlation Beetween Brand Image and Customer Satisfaction with Customer Loyalty Browser Mozilla Firefox of Students Universitas Negeri Jakarta. Skripsi, Jakarta: Study Program Commerce Education, Department Economy and Administration, Faculty of Economics, Universitas Negeri Jakarta, 2016. This study aims to gain the proper knowledge to obtain empirical data and facts are accurate, valid, and can be trusted and relied on the relationship between the brand image and customer satisfaction to customer loyalty browser Mozilla Firefox on the Universitas Negeri Jakarta student. This study used survey method with the correlational approach. This type of research is using descriptive research. Place of research conducted at the Universitas Negeri Jakarta. The population in this study is the Universitas Negeri Jakarta student who uses browser Mozilla Firefox. While the sample is Universitas Negeri Jakarta students who use the browser Mozilla Firefox over the last 6 months as many as 115 people. The sampling technique used was purposive sampling. The collection of data by distributing questionnaires. While the technique of analysis of this study using SPSS version 22. The hypothesis of this study indicate that: (1) There is a positive relationship between brand image and loyalty of customers, the hypothesis is proven with the value r = 0.278 and tcount (3.074)> t table (1,981) , (2) There is a positive relationship between customer satisfaction and loyalty of customers, the hypothesis is proven with the value r = 0.279 and tcount (3.084)> t table (1,988). Single regression equation obtained was Y = 32.133 + 0262 (X1) and Y = 31,199+ 0305 (X2). The relationship between brand image with customer loyalty derived from the results of determination (R2) of 0.077. So the ability of variables brand image for customer loyalty partially explains 7.7%. The relationship between customer satisfaction to customer loyalty derived from the result of determination (R2) of 0.078. So the ability of variable customer satisfaction to customer loyalty partially explains by 7.8% while the rest influenced by other factors beyond customer satisfaction.

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