FITRIATUL, HASANAH (2022) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA RESTORAN AYAM GEPREK SA’I CABANG JENGGAWAH KABUPATEN JEMBER. Skripsi thesis, STIE Mandala.

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Abstract

Abstract In general, this study aims to analyze the direct and indirect effect of product quality and brand image on consumer loyalty with the variable consumer satisfaction as an intervening variable at the Jenggawah branch of Ayam Geprek Sa'i Restaurant. This study uses a sample of all Sa'i geprek chicken consumers who have purchased products from Sa'i geprek chicken restaurants at least 2 times as many as 40 consumers with purposive sampling method. Hypothesis testing using path analysis test tool. After analyzing the data, several conclusions can be drawn, namely: product quality has a direct effect on consumer satisfaction, brand image has a direct effect on consumer satisfaction, product quality has a direct effect on consumer loyalty, brand image has a direct effect on consumer loyalty, and consumer satisfaction has an effect Directly on consumer loyalty, product quality affects consumer loyalty through consumer satisfaction, brand image directly affects consumer loyalty through customer satisfaction at the Ayam Geprek Sa'i restaurant, Jenggawah branch, Jember Regency. Keywords: product quality, brand image, customer satisfaction and customer loyalty.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HG Finance
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	08 Feb 2025 02:05
Last Modified:	08 Feb 2025 02:05
URI:	http://repo.itsm.ac.id/id/eprint/799

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