CAROLLYN, SHERLY STEPEN (2021) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN KONSUMEN RESTORAN AYAM NELONGSO CABANG JEMBER. Skripsi thesis, STIE Mandala.
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Abstract
ABSTRACT This study aims to determine the effect partially and simultaneously of the variables of Product Quality and Brand Image on Customer Loyalty through Customer Satisfaction of Nelongso Chicken Restaurant, Jember Branch. The data used in this study are primary data in the form of data from questionnaires and secondary data in the form of profiles from the Nelongso Chicken Restaurant, Jember Branch. The data processing method in this study uses the Research Indicator Test Analysis method, namely the Validity Test and Reliability Test, Classical Assumption Test namely Normality Test, Multicollinearity Test and Heteroscedasticity Test, Path Analysis and Hypothesis Test namely t test, with the help of the SPSS analysis tool. 25. The results showed that the product quality variable directly had a significant and positive effect on customer satisfaction at the Nelongso Chicken Restaurant, Jember Branch, the brand image variable directly had a significant and positive effect on consumer satisfaction at Nelongso Chicken Restaurant, Jember Branch, the product quality variable directly had a significant and positive effect on Consumer Loyalty of Nelongso Chicken Restaurant, Jember Branch, Brand Image variable directly has a significant and positive influence on Consumer Loyalty of Nelongso Chicken Restaurant, Jember Branch, the variable of Customer Satisfaction directly has a significant and positive effect on Consumer Loyalty at Nelongso Chicken Restaurant, Jember Branch, variable Product Quality through customer satisfaction Indirectly has a significant and positive influence on Customer Loyalty in Nelongso Chicken Restaurant, Jember Branch and the Brand Image variable through customer satisfaction indirectly affects spirit significantly and positively towards Consumer Loyalty of Nelongso Chicken Restaurant, Jember Branch. Keywords: Product Quality, Brand Image, Consumer Loyalty, Customer Satisfaction.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | Handoko Triharso |
| Date Deposited: | 13 Apr 2022 06:59 |
| Last Modified: | 13 Apr 2022 06:59 |
| URI: | http://repo.itsm.ac.id/id/eprint/677 |
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