YESSY, KUSUMA SARI (2024) PENGARUH KUALITAS PRODUK, CITRA MEREK, PROMOSI DAN HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA WIZZMIE JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT The study was entitled "The Effect of Product Quality, Brand Image, Promotion and Price on Customer Loyalty Through Consumer Satisfaction as an Intervening Variable at Wizzmie Jember". This study aims to determine the direct and indirect effects of product quality variables, brand image, promotion and price on customer loyalty and their effect on customer satisfaction as an intervening variable. The population in this study were consumers of Wizzmie Jember. The sample used was 102 respondents. This type of research uses quantitative research methods. The sampling technique used was purposive sampling. The test used is instrument test (validity test and reliability test), classical assumption test (normality test, multicollinearity test, heteroscedasticity test), hypothesis testing (t test) and sobel test. The results showed that the effect of product quality and promotion had no direct effect, then brand image and price had a direct effect on customer satisfaction. Furthermore, promotion, price and customer satisfaction have a direct effect and product quality and brand image have no direct effect on customer loyalty. Then product quality and promotion have no indirect effect and brand image and price have an indirect effect on customer loyalty through customer satisfaction. Keywords: Product Quality, Brand Image, Promotion, Price, Customer Loyalty, Consumer Satisfaction, Wizzmie

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 12:44
Last Modified:	10 Feb 2025 12:44
URI:	http://repo.itsm.ac.id/id/eprint/1281

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