M Isro Noviyana, - (2019) PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN DALAM MEMBENTUK LOYALITAS KONSUMEN GO-RIDE (Studi Kasus Pada Konsumen Go-Jek Pengguna Layanan Go-Ride di Kecamatan Tampan Kota Pekanbaru). Skripsi thesis, Universitas Islam Negeri Sultan Syarif Kasim Riau.
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Abstract
The objective of this study was to analyze the influence of service quality and brand image on customer satisfaction and its effect on customer loyalty. The research used descriptive quantitative method. The samping techique use purposive sampling with the criteria of consumers in Tampan Pekanbaru who used Go-ride service at least twice in a months. The data analysis technique that is used in this research was Partial Least Square method using the WarpPLS 5.0 The result of the research showed that 1) service quality had positive and significant influence on customer satisfaction, 2) brand image had positive ad significant influence on customer satisfaction, 3) service quality had positive and significant influence on customer loyalty, 4) brand image had positive but insignificant influence on customer loyalty, 5) customer satisfaction had positive and significant influence on customer loyalty, 6) service quality through customer satisfaction had positive and significant influence on customer loyalty, 7) brand image through customer satisfaction had positive and significant influence on customer loyalty Keywords: Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Skripsi) |
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| Subjects: | 600 Teknologi dan Ilmu-ilmu Terapan > 650 Bisnis > 658 Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Manajemen |
| Depositing User: | Ari Eka Wahyudi |
| Date Deposited: | 19 Jul 2019 02:52 |
| Last Modified: | 19 Jul 2019 02:52 |
| URI: | http://repository.uin-suska.ac.id/id/eprint/16319 |
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