Fadli Subiakto, . (2024) ANALISIS LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN KOPI KENANGAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the effect of product quality and service quality on customer loyalty through customer satisfaction at Kopi Kenangan, either directly or through customer satisfaction as an intervening variable. This study uses quantitative methods with data collection techniques through questionnaires distributed to respondents who are Kenangan Coffee customers. Data analysis was carried out using descriptive and inferential statistical methods using the Partial Least Squares (PLS) approach. The results showed that product quality and service quality significantly affect customer satisfaction, which in turn has a positive impact on customer loyalty. In addition, customer satisfaction is proven to mediate the relationship between product quality and service quality with customer loyalty. These findings indicate that efforts to improve product and service quality not only increase customer satisfaction but also strengthen their loyalty to the brand. This research is expected to provide theoretical contributions in the field of marketing management as well as practical recommendations for Kopi Kenangan managers to design strategies to increase customer loyalty through product and service quality. Keyword: Product Quality, Service Quality, Customer Loyalty, Customer Satisfaction, Kopi Kenangan.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111209] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Prasetyo Hadi] [Penguji 2: Lina Aryani] |
| Uncontrolled Keywords: | Product Quality, Service Quality, Customer Loyalty, Customer Satisfaction, Kopi Kenangan. |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) Q Science > Q Science (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | FADLI SUBIAKTO |
| Date Deposited: | 24 Feb 2025 03:19 |
| Last Modified: | 24 Feb 2025 03:19 |
| URI: | http://repository.upnvj.ac.id/id/eprint/35754 |
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