ANALISIS KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING TERHADAP LOYALITAS PELANGGAN BUTTONSCARVES DI JAKARTA

Amelia Rosiana Putri, . (2024) ANALISIS KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING TERHADAP LOYALITAS PELANGGAN BUTTONSCARVES DI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The growth of local brands in Indonesia continues to rise, offering products and services that compete with imports, particularly in the fashion industry. Buttonscarves, a notable success story, provides a range of high-quality products, from hijabs to other fashion items. Despite numerous accolades, the brand faces challenges in customer loyalty due to declining recommendations and complaints about product and service quality. This study analyzes the impact of product and service quality on customer loyalty, with customer satisfaction as an intervening variable. Data from 100 respondents in Jakarta, who have purchased Buttonscarves products more than three times, reveal that product quality influences customer loyalty, while service quality does not. However, both product and service quality affect customer satisfaction. Customer satisfaction fails to mediate the relationship between product quality and loyalty but successfully mediates the relationship between service quality and loyalty. This study recommends enhancing product and service quality to strengthen customer loyalty.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil : 2110111225] [Pembimbing : Nobelson] [Penguji 1 : Miguna Astuti] Penguji 2 : Yuliniar]
Uncontrolled Keywords: Product Quality, Service Quality, Satisfaction, Loyalty.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: AMELIA ROSIANA PUTRI
Date Deposited: 17 Jan 2025 08:24
Last Modified: 14 Mar 2025 06:50
URI: http://repository.upnvj.ac.id/id/eprint/34640

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