Malia Devina Rahma, . (2024) ANALISIS KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING TERHADAP LOYALITAS PELANGGAN PIXY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study was conducted to analyse the effect of Product Quality and Brand Trust on Customer Loyalty, with Customer Satisfaction as a mediating variable on Pixy beauty products in South Jakarta. The approach used in this research is quantitative. Data were collected through questionnaires distributed online using Google Form. The research population consists of users of Pixy products in the South Jakarta area, while the sampling method applied is purposive sampling. From this process, 100 respondents were obtained who fulfilled the criteria as users of Pixy products. Furthermore, the data collected was analysed using Structural Equation Modelling (SEM) techniques operated through SmartPLS version 4 software. The findings revealed that (1) Product Quality influences Customer Satisfaction, (2) Brand Trust impacts Customer Satisfaction, (3) Product Quality influences Customer Loyalty, (4) Brand Trust does not influence Customer Loyalty, (5) Customer Satisfaction influences Customer Loyalty, (6) Customer Satisfaction serves as a mediator in the link between Product Quality and Customer Loyalty, and (7) Customer Satisfaction mediates the connection between Brand Trust and Customer Loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110111099] [Pembimbing: Drs. Nobelson, M.M., CPM] [Penguji 1: Prof. Dr. Prasetyo Hadi, S.E., M.M., CFMP] [Penguji 2: Dienni Ruhjatini Solihah, S.E., M.M.] |
| Uncontrolled Keywords: | Product Quality, Brand Trust, Customer Satisfaction, Customer Loyalty |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | MALIA DEVINA RAHMA |
| Date Deposited: | 12 Feb 2025 05:48 |
| Last Modified: | 12 Feb 2025 05:48 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34582 |
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